Aaron Shapiro, CEO, Huge: Power List 2017

2017 rank: 42

Interpublic-owned Huge has discovered the power of PR and is rolling out a 50-strong operation to capitalize on clients’ increased demand for earned media services helmed by former Kwittken executive Jason Schlossberg.

The Brooklyn-based digital firm’s CEO Aaron Shapiro told The Wall Street Journal, "The last major piece we did not historically have in our offering was comms. Increasingly it’s an area where a lot of clients are asking us to solve their problems."

That will not be news to PRWeek readers, but it shows the ubiquity and importance of comms across the board as integration and convergence of disciplines accelerates.

Huge is going head to head with established PR firms for business, which presumably includes IPG siblings such as Weber Shandwick, Golin, Carmichael Lynch Relate, PMK-BNC, and Current Marketing.

Shapiro recognizes the importance of content, social media, and influencers, and thinks his firm has an advantage when taking on PR agencies he feels haven’t evolved sufficiently for the newly integrated reality of modern marketing and comms.

Having grown Huge from a 10-person startup a decade ago into a 1,400-person operation that continues to expand, it would be foolish to underestimate Shapiro’s chutzpah.

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