Caponigro starts firm to get into ad, marketing realm

DETROIT: A veteran Detroit PR man is branching into advertising and marketing. Jeff Caponigro, who founded the PR agency bearing his name in 1995, has launched a second firm, Caponigro Marketing Group, hiring eight employees from a local marketing company that recently closed.

DETROIT: A veteran Detroit PR man is branching into advertising and marketing. Jeff Caponigro, who founded the PR agency bearing his name in 1995, has launched a second firm, Caponigro Marketing Group, hiring eight employees from a local marketing company that recently closed.

While ad agencies have been known to add PR capabilities, Caponigro is one of a few PR shops that have expanded into advertising and marketing.

"Clients often come to you and they have a challenge or a problem, and they don't really care about, 'Is this PR; is this advertising,'" said Caponigro, who is known for his crisis work, but his firm also works in other PR areas. Caponigro is chairman of the new venture. John Kolon, who had led the group while it was part of Trio Communications, has become president.

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