Playmaker Systems taps Middleberg as first AOR

NEW YORK: Management consulting firm Playmaker Systems has hired Middleberg Communications as its first AOR.

NEW YORK: Management consulting firm Playmaker Systems has hired Middleberg Communications as its first AOR.

The firm will work on branding, positioning, and digital and traditional media relations, particularly for the September release of a mobile application. The agency's sister firm Laundry Service will handle social media and related influencer programs.

Playmaker Systems is a management consulting firm that specializes in competitive strategy. Its clients and partners include Abbott, Booz Allen Hamilton, Dell, HP, Intel, Royal Dutch Shell, SAP, the US Department of Defense, and VMware.

The company will release an app next month for professionals in the PR, marketing, and sales industries. It will help users better plan and foresee reactions to communications tactics.

Alan Kelly, CEO and founder of Playmaker Systems, also started Applied Communications Group, a PR firm he sold in 2003. Applied's clients included Hewlett-Packard, Cisco, and PayPal. He is also now an adjunct professor of political strategy at George Washington University.

Kelly chose Middleberg to represent his company based on his experience competing against CEO Don Middleberg for accounts in the dot-com boom. He called Middleberg a “respected rival.”

“[Middleberg] has been an effective pioneer in new media. He has a trait of being fearless about understanding and embracing new tools and media in communications,” Kelly said. Because of his PR background, Kelly said it is likely he'll be a hands-on client, but expects Middleberg “to teach me about being a good client.”

Kelly added that the budget is “mid-size for a mid-size firm.”

“To have someone who understands agencies and communications select us is something we are truly proud of,” said Rachel Lyn Honig, MD and principal at Middleberg Communications.

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