FitzGerald forays into Manhattan market

NEW YORK: Attempting to take advantage of the thriving Silicon Alley hi-tech scene, FitzGerald Communications has opened its doors in New York City.

NEW YORK: Attempting to take advantage of the thriving Silicon Alley hi-tech scene, FitzGerald Communications has opened its doors in New York City.

NEW YORK: Attempting to take advantage of the thriving Silicon

Alley hi-tech scene, FitzGerald Communications has opened its doors in

New York City.



According to agency CEO Maura FitzGerald, the move was more than a year

in the making. ’We had some clients down there, and we also feel it’s a

really strong recruiting area for us,’ she said.



While starting from scratch and finding PR talent may be more difficult

than acquiring a smaller shop, FitzGerald chose the expansion route so

as not to disturb its agency culture.



’In our experience, growth in different regions is much smoother when we

take our own people and move them,’ she explained. ’It makes the

cultural transition very smooth and sets the tone for growth.’ However,

she added that the agency could still make an acquisition in New York as

the office expands.



The new office will be led by GM Laura Grimmer, a five-year FitzGerald

vet who previously served as SVP in the agency’s Cambridge office and

opened the agency’s Washington, DC office. The new outpost currently has

seven staffers, including two former FitzGerald employees who have

joined as directors from Ketchum and Kronos.



While staffing is a major issue for many NY-based agencies, Grimmer

claims that the firm hasn’t had a problem finding people in the area.

’The recruitment pipeline has been phenomenal,’ she said.



FitzGerald added that she isn’t worried about the agency establishing

its presence among some of the more established NY agencies, and added

that the level of potential client interest has already outstripped the

agency’s capabilities in New York.



’There are some very good agencies down there, but there’s so much

business that there’s plenty of room for everyone,’ she said. ’A lot of

New York firms are bigger, but they’re not focused on technology and

they’re not independent.’



While the New York office is currently sharing space with another

company, FitzGerald is looking for a permanent location large enough to

accommodate also 35 staffers. The agency will likely open a London

office within the next year.



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