Republica: Agency Business Report 2012

Republica, which will celebrate its six-year anniversary in November, has grown significantly in the last 12 months, bringing on a slew of senior hires and garnering more PR work.

Principal: Jorge Plasencia, CEO
Ownership
: Independent
Offices
: Miami
2011 revenue
: $8.3 million
Headcount
: 60

Republica, which will celebrate its six-year anniversary in November, has grown significantly in the last 12 months, bringing on a slew of senior hires and garnering more PR work.

The integrated cross-cultural agency, which offers expertise in advertising, branding, digital, social, PR, research, and more, has seen an increased demand from clients for PR capabilities, says CEO Jorge Plasencia.

“More and more clients are looking to reach the consumer at all levels, so PR is playing a much bigger role these days because it's definitely part of the communications mix,  and with social media growing the way it's growing, public relations is a major component to our clients' messaging,” he explains.

Since January, Republica has won work including a b-to-b project in Florida for Google's national “Get Your Business Online” initiative and Goya's “foodie” outreach for the second consecutive year. The agency handled all planning and activation for Goya at the South Beach Wine and Food Festival in 2012, and Plasencia says the agency is looking forward to enhancing the efforts in 2013.

Republica also generated growth within existing clients in the last six months, gaining a wider scope of work for international health insurance company Bupa in Latin America and premium spirits and wine supplier Pernod Ricard in Latin America. In October, the agency will name a pro bono client, which was voted on by the staff, as part of its Repúblicares charitable initiative.

In addition to its expanded PR work, which Plasencia says is mainly in the consumer, retail, and healthcare sectors, Republica has hired a lot of key senior leaders.

At the beginning of August, the agency named Kaplan Virtual Education COO Ofelia San Pedro CFO, a newly created role for the firm.  A few weeks later, Republica filled another new position, hiring former Public Relations Society of America chair Rosanna Fiske as EVP and chief strategy officer.

“We hope to announce more key hires over the coming months,” says Plasencia, who adds that the firm may also expand to the West Coast in 2013.

Plasencia says Republica is “looking at Los Angeles in a big way,” and since it sees the potential for client growth in the region, the agency may acquire a firm or open an office in the Los Angeles area in the next year.

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