NEW YORK: J Public Relations has opened digital strategy agency 7th & Wit, specializing in luxury lifestyle, beauty, and hospitality.
The firm has three on its staff and more than a dozen clients, said J PR partner Sarah Evans, who called 7th & Wit the "intersection of intellect and creativity."
7th and Wit is owned by Evans and J PR founding partner Jamie Lynn Sigler.
Current clients of 7th & Wit include Colorescience, Triumph Hotels, and Gurney’s Montauk Resort & Spa. The firm expects to close the year with $1 million in billings.
The agency's focus areas include optimizing content strategy, developing community acquisition campaigns, creating socially-driven content, building earned social impressions, executing paid social programs, and managing digital influencers.
Evans said 7th & Wit concentrates on "algorithms and science" that drive digital engagement. While 7th & Wit’s digital strategists and J Public Relations’ PR consultants will communicate based on client needs, Evans said it’s important to keep the firms as two separate entities.
"There are a lot of PR agencies doing digital and social, and doing it well, but it becomes very blurry in terms of the scope of work," she explained. She added that identifying digital-only staff could turn the best results for clients.
Callan Green, former senior social media specialist at Sony, is heading up 7th & Wit as director of digital strategy. Green said her combination of brand and agency experience allows her to see a client’s needs from both sides.
She added that her most recent experience could prove beneficial because "a lot of what we did at Sony can be scaled down to some of our clients."
Green compared the tasks of 7th & Wit to that of an editor since the firm will help manage and train clients in the digital space and strategize to boost ROI.
"A lot of what we’re seeing is that people actually don’t know what they’re looking for, they just want help," said Green. "[They] don’t know why they’re not seeing results [and are] asking us to help them move the needle."
Before her time at Sony, Green was a PR and social media account executive at Bailey Gardiner and a PR and social media marketing consultant at Brain Highways, according to her LinkedIn profile.