Rubenstein PR launches creative division

NEW YORK: Rubenstein is trying its hand at advertising with the launch of the Rubenstein Creative division.

NEW YORK: Rubenstein is trying its hand at advertising with the launch of the Rubenstein Creative division.

Darcy Dizenzo, who was recently promoted to creative director at the firm from art director, will run the department. The practice will offer brand identity, marketing collateral, and Web design services. 

However, media relations will remain Rubenstein's core business, agency president Richard Rubenstein said in a statement.

Real estate company Keller Williams and the Manhattan Automobile Company are two clients that have recently used Rubenstein's paid media offerings instead of hiring a separate advertising agency.

“We are familiar with their brands already and we know where they want to go,” Dizenzo said.

Various PR firms have refined or added to their paid media capabilities this year. In February, InVentiv Health realigned its business by dividing its subsidiaries into two groups, one focused on advertising and paid media and the other concentrating on PR and medical education. APCO Worldwide purchased the ad shop StrawberryFrog that same month.

Fleishman-Hillard has also rapidly developed its advertising services in the past two years, pitching major clients like Purdue as an integrated agency.

Dizenzo feels that Rubenstein's division has a good chance of success because of its leadership's support and her marketing experience. The firm has informally offered integrated services to clients for some time.

Rubenstein also expects the creative offering to strengthen proposals as it pitches for new business, as well as to give the firm a shot at accounts with only advertising and paid media components, Dizenzo said.

The practice is starting small, but the agency hopes to expand its staff as new business comes in, she said.

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