APCO global tech leader Scott Friedman resigns to launch agency

Friedman was APCO's global technology practice chair from May 2013 until last month.

NEW YORK: Scott Friedman, former global technology practice chair at APCO Worldwide, has left the firm to launch The Lede Agency, a New York-based technology PR firm.

After 25 years at agencies including APCO, MS&L, and Text100, Friedman said, "I just felt like I now know enough about running things to do this myself and chart my own course."

Friedman started the firm about a month ago with two clients, one in IT services and another focused on e-learning for healthcare professionals. He has been using a virtual staff of technology and media experts to counsel those clients.

"Having worked at three fairly large agencies, all that experience running practices, regions, and offices have taught me a lot," Friedman said, contending clients are increasingly frustrated with the traditional agency model. He noted that clients are often disappointed by agencies pitching for accounts with top-level executives, but servicing them with junior staffers.

Friedman said his plan is to pitch clients with a cadre of technology experts that understand how the sector is transforming industries including healthcare, transportation, and financial services.

At APCO, Friedman managed accounts of major technology clients, such as Blackberry, a $10 million business the firm won with Text100 in 2013. The pitch was highly competitive, with the agency team winning after a multi-tiered process.

Friedman was APCO’s global technology practice chair from May 2013 until last month. Previously, he was regional director at Text100 and a VP at Manning, Selvage & Lee, the predecessor of MSLGroup. He also held roles as a journalist at publications including InformationWeek, according to his LinkedIn account.

"I had nothing but positive things to say about my time at APCO, but this had much more to do with me wanting to be hands on, pick the clients I wanted to work on, and be closer to the work," Friedman said. "The business is going be built on the value proposition and my reputation."

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