Fenton to open LA office with new $3 million account

LOS ANGELES: Fenton Communications plans to open a Los Angeles office to service a $3 million PR and advertising account for new client First 5 California, as well as other LA-based work.

LOS ANGELES: Fenton Communications plans to open a Los Angeles office to service a $3 million PR and advertising account for new client First 5 California, as well as other LA-based work.

In January, the group hired the agency following a review, to work on a downtown LA-based project called Best Start that aims to support vulnerable children from birth to five years of age. A few months later, the organization decided to expand the scope of work to 14 communities and issued a second RFP for a two-year contract.

“It was a big enough project that we felt we'd be better off if we had people on the ground in Los Angeles,” said Parker Blackman, COO at the agency. “We call it an anchor client.”

In July, First 5 selected Fenton to develop marketing communications messaging and materials; build community partnerships with active community members, NGOs, and local elected officials; and ultimately help the partnerships build their own communications capacities, explained Blackman. The agency tapped LA-based agencies to help with the project, including Young Communications, Nakatomi and Associates, and DCG.

“It's a new project to help create brand equity and recognition in these communities throughout LA,” he said. “It's a grassroots approach.”

The agency is currently looking for office space and, by early October, plans to hire three LA-based employees, including a VP, account director, and account coordinator.

He explained that the office will primarily aim to build its LA-based portfolio with non-profits and foundations. “We're a mission-driven firm,” he said. “We want to do even more in LA.”

Fenton currently has offices in New York, Washington DC, and San Francisco.

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