360 Public Relations: PRWeek Global Agency Business Report 2016

"We're doing really creative, fully integrated work -- that's PR at its best," says 360 Public Relations founder and CEO Laura Tomasetti.

Laura Tomasetti, founder and CEO, 360 Public Relations
Laura Tomasetti, founder and CEO, 360 Public Relations

Principal: Laura Tomasetti, founder and CEO
Offices: Boston, New York, San Francisco, and Washington, DC
Revenue: $7.5 million

Revenue for 2015 was up almost 15% to $7.5 million for consumer-focused shop 360 Public Relations.

Influencer work is an ongoing priority for all clients, and digital work, revenue from which was up 10% to 35%, is a priority for most. Founder and CEO Laura Tomasetti says clients still value big traditional media placements.

"We’re doing really creative, fully integrated work — that’s PR at its best," she notes. "PR is the MVP at the marketing table — we’re the most versatile player, able to start and sustain consumer awareness and engagement. Ten years ago PR firms were excited to start winning digital business. The next frontier is winning the foundational creative work."

The agency won new AOR business from clients including Dancing Deer, Zest, DeNA, Stride Rite, and Crabbie’s Ginger Beer. Additional new client business included a Jelly Belly product launch. The Stride Rite assignment covers PR and social strategy. 360 PR also grew its client count from 44 in 2014 to 58 in 2015. 

Crabbie’s, which awarded the firm U.S. AOR status for PR and digital, is an example of 360’s growing U.K.-based client roster, joining Walkers Shortbread and Tommee Tippee. Many existing clients, including Peapod, WellPet, and Liberty Mutual Insurance, awarded new work. For online grocer Peapod, 360 conceived and launched the Fill Your Fridge campaign, which included traditional, digital, and experiential marketing.

Increased collaboration with PROI Worldwide partner agencies Publicasity in the U.K. and Red Republic in Australia helped drive global expansion with WellPet and Jarden Home Brands’ Ball product line.

AOR relationships ended with Cree and Jabra after both shifted focus to the B2B market. Project work with Balance Bar wound down.

Tech trends
"Industry trends are mostly about technology now," Tomasetti says. "That includes a wide spectrum of insights and comms tools, from CRM to analytics. The latter is probably the biggest piece that all of us really need to nail, but our growing work in digital helps. For example, we have tools that allowed us to connect the dots between a recent Walkers Shortbread product launch on Facebook and sales on Walkers’ website."

Notable hires in 2015 included SVP Kalley Jolly, formerly with MullenLowe, to lead the parenting and kids practice in Boston, and VP Alexandra Kavulich, formerly with sponsorship consulting practice Octagon, to oversee a portfolio of accounts, as well as operations in New York after Rob Bratskeir transitioned from GM to EVP and creative director.

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