JERSEY CITY, NJ: The Global Association of Risk Professionals (GARP) recently hired its first PR firm to help boost its profile amid the ongoing turmoil in the markets. It selected GS Schwartz & Co as its AOR after a competitive search that began last month. It selected GS Schwartz & Co as its AOR after a competitive search that began last month.
“Given the rise in the risk profession across the world… we want to have a voice in the media, said Greg Winsper, global head of marketing and business development at GARP. “We certainly would like to raise awareness within the financial community. [And we want] to be part of the dialogue that is occurring in how regulation is changing. Risk management is becoming so much more important as things are heading into 2009 and beyond.”
GS Schwartz will handle the PR program for the decade-old nonprofit organization for financial risk management practitioners, with possible involvement from global partners and affiliates. The firm will execute national and international media relations targeting financial outlets, outreach for the group's accreditation program, online initiatives, events, and outreach to the group's members, which total close to 100,000 in more than 167 countries.
GARP had sought a small or mid-sized firm in the New York area and considered a group of eight agencies before choosing GS Schwartz. The search was conducted through the month of October with a November 1 start date. The organization would not name the other firms or discuss the value of the account.
“We wanted a smaller firm with the right talent,” said Winsper. “Then we would get the attention we need.”