SAN FRANCISCO: Shift Communications has formed an alliance with the Hoffman Agency, in which Shift will refer clients seeking international PR in Europe and Asia to the Hoffman Agency.
Shift principal Todd Defren said if clients already have an international agency in mind, they are welcome to go with their choice. But for those that don't, Hoffman is Shift's first choice.
"This is about quality and a sincere collaboration between independent agencies," said Defren. He added that Lou Hoffman, president of the Hoffman Agency, recognizes the need to compete with global marketing conglomerates, and that having international reach is often important to clients.
"The [PR] world is becoming much like the electorate, split down the middle," said Defren. "You're going to have the larger agencies, and then you're going to have the smaller, independent firms who will have to band together to face those larger agencies."
Hoffman said the alliance presents him with another sales channel for his firm's international capabilities, adding that he has no intention of doing numerous such alliances, but only when the chemistry is strong with the other agency.