RESTON, VA: Following last week’s announcement of plans to merge with Web design firm Edge Services, Rainmaker Interactive believes it has upped the ante for new media PR firms calling northern Virginia home.
RESTON, VA: Following last week’s announcement of plans to merge
with Web design firm Edge Services, Rainmaker Interactive believes it
has upped the ante for new media PR firms calling northern Virginia
’Our clients have told us that the tried-and-true PR brands in this
space need to get way more digital,’ said Rainmaker chairman and CEO
Randy Coppersmith. ’We think we’ve built the prototype of a 21st century
marketing service company.’
Rainmaker is obviously not the only upstart firm attempting to identify
the ideal model for success in the lucrative northern Virginia
Since the local hi-tech market shows no sign of slowing down, several
established DC PR firms have begun laying the groundwork for an
increased presence in the area.
This, according to Fleishman-Hillard senior partner and DC technology
practice chief David Wickenden, increases the pressure on smaller firms
to show they can match global behemoths in terms of depth of PR
However, Wickenden cautions that larger PR firms will need to
demonstrate their ability to offer the integrated services - such as Web
design - that are in increasing demand.
Enter Rainmaker, which boasts a somewhat twisted evolution. The firm
emerged from The Catoctin Group, a small Leesburg, VA PR shop founded by
Coppersmith. Before founding Catoctin in early 1998, Coppersmith held
several high-profile PR posts, including stints at Edelman, IBM, AOL
Studios and interactive agency iXL’s DC office.
Catoctin evolved into The Breakaway Group, which soon received dollars
1.3 million from VC firm XYZ Capital and partnered with an ad group
called Rainmaker Creative Thinking. Now that Coppersmith’s non-compete
agreement with iXL has expired, Rainmaker is free to merge with Edge
Services, valuable for its database management expertise as well as its