LOS ANGELES: New York-based boutique firm 5W PR will open a Los Angeles office on August 1.
"We see LA as wide open for a fast-paced, New York-style firm," said 5W president and CEO Ronn Torossian, adding that the office would focus on cultivating the same reputation for a "brash, aggressive style" as its New York operation has built.
5W VP and group director Katy Saegar will relocate to serve as the outpost's new GM. She has worked with the company for more than two years and will continue to oversee the agency's consumer group. That practice's clients include Evian North America, RUSS Berrie, and Avenue Retail.
The LA office will handle some entertainment work, but will focus predominantly on corporate and consumer clients, said Torossian.
"We'll compete in all market spaces, from entertainment to tech," he said. He declined, however, to name specific clients that the office would serve.
The Santa Monica office will open with a staff of five, but Torossian said he expected to hire more staff in the near future.
It is the second office for 5W, which works with such clients as Lil' Kim, NBA player Jalen Rose, and Seagram's coolers.