AMSTERDAM: A new, international PR and guerrilla marketing agency
has opened its virtual doors, serving the European and US markets from
its Amsterdam base.
The Fish Can Sing is jointly headed by Dan Holliday, a former board
director at Hill & Knowlton's London office, and Howard Beale, a
founding partner of BlueberryFrog, the PR and guerrilla marketing arm of
Amsterdam ad agency StrawberryFrog.
The agency's mission is to use both news and non-traditional media to
help consumer brands communicate to increasingly unpredictable
A number of specialists in consumer/lifestyle media have come on board,
including Richard Benson as creative director, who is the former editor
of the UK's edgy style magazine The Face.
Planning a virtual presence throughout Europe and the US via a network
of agency affiliates, The Fish Can Sing has plans to open a
brick-and-mortar agency in New York next year.
Even before its official launch, the agency has secured two heavyweight
clients: Motorola and Microsoft.
"We've always thought that the traditional structure of a PR agency made
PR the poor relation to advertising," said Holliday. "That's because
there is not enough specialization. Our people have experience with the
consumer brands, the news media, and the lifestyle magazines, and are
very comfortable with brands."