BackBay picked as AOR for Shareholder Services

BOSTON: BackBay Communications was hired as the first AOR for Shareholder Representative Services, which works with venture capital and private equity firms.

BOSTON: BackBay Communications was hired as the first AOR for Shareholder Representative Services (SRS), which helps venture capital and private equity firms manage the post-closing process after M&A transactions.

Prior to hiring BackBay in May, SRS had worked with an individual PR consultant and executed media relations on a by-project basis.

“We started in 2007, and really hit the hockey stick last year, with a lot of deals primarily in the venture capital space,” Anna Bruno, marketing director for SRS, said. “So we were at a point both in terms of revenue and our business plan to increase awareness and mindshare among the venture capital market, and to expand into new markets with more private equity deals.”

“We were ready for a more substantial, ongoing PR program,” she added.

Bruno said the decision followed a competitive review, which ultimately came down between BackBay and a larger firm. “Given our size and needs, a more specialized agency like BackBay, which plays in our niche, was a better fit for us,” Bruno told PRWeek.

SRS is looking for media relations support, with a focus on its research and thought leadership, both in the US and Europe — a new market for SRS. “We have a lot of research material available, and we just need to get the word out about [it],” she said.

BackBay will manage the account from its Boston, New York, and London offices. The value of the contract was not disclosed.

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