NEW YORK: Former Peppercom director Valerie Di Maria and Clare DeNicola, former CEO of technology provider Ivans, launched agency The 10 Company on Tuesday.
Aluminum company Alcoa and defense technology firm Raytheon have hired the firm for project work, said Di Maria, who will serve as principal of the Madison Avenue-based agency. DeNicola will also be an agency principal. The two partners worked together at GCI Group 15 years go.
The agency will specialize in brand and corporate positioning, executive thought-leadership programs, crisis management, mergers and acquisitions, executive presentation and media coaching, and social and digital media.
“With the emphasis on transparency today in terms of reputation, as well as what has happened with social and digital, companies and CEOs more than ever understand and appreciate the importance of strategic communications,” said Di Maria.
The firm will have “10 tenets of client relationships,” which are the impetus for the agency name, including reinvesting in accounts and earning high ratings from clients.
The agency will initially focus on gaining clients in the technology, healthcare, industrial, and financial industries. Di Maria said the firm will soon hire two additional employees: a director of social and digital media and a VP of communications.
“We plan to add staff as we get additional revenue throughout the year," she said. "Ultimately, our goal is not to stay a small boutique, but ultimately to grow into a mid-sized firm." Di Maria declined to comment on the company's revenue goals.
Di Maria said the firm will mix her client-side experience, having worked in house at GE Capital, Motorola, and insurance broker Willis, and her agency background. For the past two-plus years, she served as director of client strategy and growth at Peppercom.
“I'm at the stage in my career where I really have a vision to create an agency that fills a new niche and is different from what other agencies are doing,” she added.
DeNicola worked as CEO of Ivans for the past eight years, and served as VP of the GCI group from 1995 to 1997.