Sapienza leading new Boston shop

LEXINGTON, MA: Tony Sapienza, former president of Miller/Shandwick Technologies, has launched a new PR firm.

LEXINGTON, MA: Tony Sapienza, former president of Miller/Shandwick Technologies, has launched a new PR firm.

Topaz Partners was cofounded by Sapienza and Paula Slotkin, who was most recently VP of marketing for Plaut Consulting.

Sapienza was laid off from the newly merged Weber Shandwick Worldwide when the agency consolidated its Boston-area Weber Group and Miller/Shandwick offices last September.

He said that plans to form a new agency have been in the works since that time. The new firm has four full-time staffers, but Sapienza hopes to expand the firm. "One thing that held us back was the tough economy, and for that reason we took it slowly,

he said.

Topaz's strategy hinges on what Sapienza calls "the intersection between management consulting and PR,

to use PR tools to move business and other marketing objectives.

The firm also aims to keep costs down for clients by setting billing rates according to the task instead of the seniority of the practitioner.

The firm's clients include Touch International, which provides touch screens for technology and consumer applications, and Vemics, a provider of internet learning tools. Topaz also represents The Bay Tower, a well-known Boston restaurant.

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