INTERNATIONAL NEWS: If the fish can sing, Amsterdam shop can lurebig clients

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."

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