NEW YORK: Cornerstone Promotion has launched a dedicated PR practice with inaugural AOR client Landmark Event Services, a provider of corporate and special events decor and design.
Ten-year-old Cornerstone has built its brand on entertainment and lifestyle marketing, through brand consulting, event promotion, and product seeding to such clients as Red Stripe, Microsoft's Xbox, and Sprite.
Cornerstone's PR practice will provide media relations, press kit materials, and media training to Landmark. It has also begun providing PR services on a project basis to existing Cornerstone clients Red Stripe, Levi's, Adult Swim, Southern Comfort, and Boost Mobile. The PR practice also will focus on soliciting press for both Cornerstone and The Fader, a lifestyle magazine the agency owns.
Rob Stone, cofounder and co-CEO of Cornerstone, said the agency had long sought a PR person, but never found the right fit.
Cornerstone eventually found its man, as Morris & King cofounder and former SVP Ed James joined the company as PR practice president in late February. Morris & King had worked with Cornerstone on projects in the past.
James said he took the job because it gave him the opportunity to leverage a well-respected brand name while creating a new practice.
"We're bringing something to the table [for existing clients] that we didn't before," Stone said. "Ed also helps open the door to other clients."