Former Middleberg execs launch corp comms shop

NEW YORK: Former Middleberg Communications principal and senior MD Scott Sunshine and Andrew Healy, former senior director at Middleberg, have launched Water & Wall Group.

NEW YORK: Former Middleberg Communications principal and senior MD Scott Sunshine and Andrew Healy, former senior director at Middleberg, have launched Water & Wall Group.

The agency will focus on b-to-b financial and corporate communications. Sunshine and Healy, who serve as partners at Water & Wall, acquired most of the client roster from Middleberg's financial and corporate practices group to launch the firm last month.The firm is named after the intersection in Manhattan's Financial District.

The agency started with 10 clients, including private equity firm Blum Capital, investment firm GoldenTree Asset Management, and real estate investment firm GTIS Partners.

Water & Wall's capabilities include media relations, crisis communications, branding, social media, and reputation management. The agency will develop communications strategies for clients using traditional business tactics, Sunshine said.

“You can only solve a business problem if you think as a business person,” he said. “Our clients are CEOs, CFOs, and presidents of companies, and we have to speak to them in their terms. They don't understand PR; they understand business.”

The firm plans to hire more full-time staffers in coming weeks, Sunshine said. Alan Towers, former CEO and founder of TowersGroup, is serving as senior adviser at the agency.

In 2006, Middleberg acquired TowersGroup, where Sunshine was a principal and Healy an account director.

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