2005 Agency Business Report: <strong>OutCast Communications</strong>

Caryn Marooney and Margit Wennmachers, co-founders

2004 revenue: $5,975,000

2003 revenue: $4,500,000

Up 33%

Number of offices: Two, San Francisco and New York

Staff numbers: As of March 1, 2005 OutCast has 50 employees, up from 31 at the same time last year.

Staff turnover: 8% of 50

Senior hires: Three VPs, one EVP, all unnamed, and Rob Cronin, a non-equity partner (left in 2005).

Senior departures: One VP

New offices: OutCast opened an office in Cambridge, MA ins September 2004 and relocated it to New York in October 2004.

What region is growing? Both are experiencing growth.

Practice areas: OutCast does not segment PR practitioners by practice group.

Key account wins: EMC, TiVo, Macromedia, Fortify, Blinkx, Rearden Commerce, Dust Networks, and AT&T (projects).

Key account losses: Phoenix Technologies and Spoke Software.

Proportion of clients on a retainer: All clients are billed monthly based on a budget set for the term of the contract which is broken down into monthly fees. OutCast bills only for work that is performed, except in the case of two clients.

Did revenues meet expectations? Revenue was $5,975,000; OutCast had expected to reach $6.25 million in 2004.

Outlook: "The year of the underdog," is how partner Margit Wennmachers characterizes 2004, due primarily to the firm's EMC win. "Everyone thought we weren't supposed to, including us," she says. "It felt very much like the pendulum was swinging." Scaling up for the business has not been easy, but the client has proved a great recruiting tool. The firm has a taste for great brands, but is conscious of wanting to grow intelligently to preserve its culture.

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