LAST CALL: Headline Group is happy to help its staff play Hookie

Some call it revenge of the nerds. Managers of The Headline Group think a little "Wookie Hookie

Some call it revenge of the nerds. Managers of The Headline Group think a little "Wookie Hookie

is great agency PR, so they closed up shop and took the entire crew and some clients to see the premiere of Star Wars: Attack of the Clones.

CNN and the local NBC affiliate tagged along, covering the outing as atypical after the economic bubble burst. Agency director of operations Kim Boreham says, "Even if you're not actively recruiting, you want to keep your employees excited and talking about your firm."

Three years ago, such buzz paid off when John Moore read a Boston Globe piece about the firm's outing to see Star Wars Episode I: The Phantom Menace. "I was a reporter at the time, thinking of switching to PR," says Moore, now an AE. "I thought that was such a cool thing, I put Headline at the top of my list of firms to contact."

Joe Stallings, VP of marketing at Balentine & Company, an agency client, indulged in the Wookie Hookie with his account team. "I think it builds enthusiasm within the firm. It's probably one reason why they have such a low turnover rate."

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