SAN FRANCISCO: Atomic PR has partnered with Huntsworth in order to expand the firm's presence outside of the US.
Huntsworth has made an early stage investment in the venture, but Atomic will remain an independent agency. Atomic, which currently operates in San Francisco, Los Angeles, and New York, will open four offices across Europe. The first, planned for this month, will open in London, which will serve at Atomic's European hub; it will be followed by offices in Germany, France, and an office in Asia.
“There is potential for this partnership to grow,” said Vikki Stace, business development director at Huntsworth. "At that moment we are focused on this early stage investment, but this investment has given Atomic a far bigger kick-start and substantial resource base that other agencies of Atomic's size don't really enjoy.”
In addition to early stage capital, Huntsworth is providing managerial and operational support as well as access to its network of wholly-owned agencies in markets outside the US where Atomic does not have its own offices. Sandeep Kalsi, a former board director of Next Fifteen Communications Group, has been appointed European MD.
Earlier this year, Huntsworth was in early stage talks with Next Fifteen to acquire the holding company, but no deal materialized.
Andy Getsey, cofounder of Atomic, said the expansion was driven by clients demanding analytics-driven programs in markets outside the US, in addition to the chance for the firm to pitch more global brands. The office's starting client portfolio includes security provider ArcSight, smart grid technology provider Echelon Corporation, and Roamware, a provider of voice and data roaming solutions.
Atomic's global revenues totaled $7.6 million last year, a 41% increase from 2007.