Kirshenbaum Bond's Lime raises PR status

NEW YORK: Recognizing the increasing status of PR, advertising hotshop Kirshenbaum Bond & Partners (KBP) is spinning off its communications division to create a new entity named Lime.

NEW YORK: Recognizing the increasing status of PR, advertising hotshop Kirshenbaum Bond & Partners (KBP) is spinning off its communications division to create a new entity named Lime.

NEW YORK: Recognizing the increasing status of PR, advertising hotshop Kirshenbaum Bond & Partners (KBP) is spinning off its communications division to create a new entity named Lime.

The 9-year-old PR and promotions division had worked solely on supporting the ad agency's clients. Now it will be competing for new business in its own right. The division was named agency of record for Cahners Business Information last year and has worked on PR programs for KBP clients such as Netscape, Hennessy, Target and Tommy Hilfiger, among others. Lime will continue to handle existing accounts for its parent company.

John Bond, co-founder of KBP, said the decision to form a standalone firm was made because of the strong demand for PR disciplines among clients.

'Public relations is finally being recognized as a pivotal discipline across all industries,' he said.

The 20-person firm, headed by managing director Claudia Strauss, expects to pull in annual revenues between dollars 3 million and dollars 5 million.

'We chose the name Lime because it is simple and strong,' said Strauss, who joined the firm in 1999 and has past experience in business development.

Also joining the agency is Jim Anstey, who has been named VP and director of brand action. Anstey came to Lime from guerrilla marketing agency Big Fat.

Other members of the management team are Laura Leinweber, VP and director of strategic communications, and David Freeman, VP and director of marketplace intelligence.



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