Burson-Marsteller launches consultancy PivotRed

NEW YORK: Burson-Marsteller relaunched its subsidiary agency AGG International as PivotRed, a boutique firm that provides long-term corporate and public affairs services to clients.

NEW YORK: Burson-Marsteller relaunched its subsidiary agency AGG International as PivotRed, a boutique firm that provides long-term corporate and public affairs services to clients.

Andrew Goldberg, CEO of PivotRed, founded AGG in 1996. He later served as chair of Burson-Marsteller's corporate and financial practice until April when the firm announced that he had rejoined AGG as CEO.

PivotRed, which offers research, strategy, PR and media relations, digital, and advertising services, functions as both a conflict shop and partner agency to Burson-Marsteller. The firm bills itself on its website as an international brand and corporate reputation consultancy.

“We found that some clients prefer a boutique expertise,” said Goldberg. “This was created to meet that need.”

He added that as clients continue to face regulatory changes that can transform their businesses, there is a growing need for integrated communications offerings. He also said that the majority of PivotRed clients are long-term clients on retainer.

New York-based PivotRed has 10 employees, who include former AGG and Burson-Marsteller staffers, although Goldberg noted that the business models for the agencies are different. The firm plans to hire additional talent and expand in global hubs, such as the UK.

Other Burson-Marsteller subsidiaries include Penn Schoen Berland, Proof Integrated Communications, Prime Policy Group, and Direct Impact.

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