Middleberg launches firm

NEW YORK: PR industry vet Don Middleberg, who sold his eponymous firm to Havas' Euro RSCG in 2000 and stayed on as CEO until 2003, is launching a new firm.

NEW YORK: PR industry vet Don Middleberg, who sold his eponymous firm to Havas' Euro RSCG in 2000 and stayed on as CEO until 2003, is launching a new firm.

The agency, Middleberg Communications, launches this week. Middleberg has been active recently for Encyclopedia Britannica, countering a study published in Nature magazine comparing the brand to Web site Wikipedia.

He said other clients include Coach, professional services firm Towers Perrin, SoftWave Media Exchange, Web-based printer Mimeo.com, and blog research and monitoring firm Monitor110.

SoftWave, an online market that represents about 37% of the US broadcast radio market, this week rolls out a cable TV transaction platform, Middleberg noted. "I'm looking for clients transforming business and industry," he said.

The agency is also working on US communications for Azafran Advertising, the New York branch of Puerto Rico-based ad firm Lopito, Ileana & Howie.

Middleberg said he expects the agency, with billings of $750,000, to have a run rate of $1 million by the end of the year.

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