Ex-Rogers & Cowan directors launch Extension PR

LOS ANGELES: Matt Paget and Michael Haas, former directors of Rogers & Cowan's consumer, entertainment, and sports department, have opened new LA-based agency Extension PR.

LOS ANGELES: Matt Paget and Michael Haas, former directors of Rogers & Cowan's consumer, entertainment, and sports department, have opened new LA-based agency Extension PR.

The agency is focused specifically on helping brands cross over to new audiences.

Paget said the idea for Extension came from a trend that he and Haas saw at R&C, in which many brands were attempted to connect across a range of different consumer types. The agency will help brands reach more people through a variety of traditional and social media tactics, specifically targeting audiences with creative strategies.

“You need to identify the brand's audiences and then build messaging and strategies in the activities that they're doing,” Paget explained.

In order to successfully reach new groups, Extension will work to determine which media outlets, both traditional and social, are the best for their clients to target.

Sports companies will also make up a significant portion of the firm's client-base.

“In the sports base, we'll be working with leagues and we treat them as brands, as well. We identify their goals, figure out their assets, and figure out how to do new things with them,” he added.

NFL player Keith Bulluck is a key investor in Extension PR, and the agency's first client is Arad Productions.

For nearly two years, Paget and Haas worked together at R&C on crossover PR ventures. Prior to that, they also collaborated at Hill & Knowlton in 2004.

“We love Rogers & Cowan, it's an amazing agency. We really see them as an amazing place that we're going to continue our relationship with," Paget added.

R&C is owned by the Interpublic Group, which also owns Weber Shandwick and GolinHarris.

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