NEW YORK: Alex Stanton and Dorothy Crenshaw, principals of Stanton Crenshaw Communications, announced that they will separate the agency into distinct businesses this month. Crenshaw will launch Crenshaw Communications on February 9, while Stanton will retain the agency and rebrand it with a new name.
Crenshaw said that the agency's principals were often concentrating on different priorities after a dozen years in business.
"I think that, increasingly, the business had been going in separate directions, and also as the years went on, my partner and I had very distinct goals and values for the business," said Crenshaw, who will use the title CEO and creative director at her agency. "Also, in this economy, it's useful to have a greater focus on the respective business areas and clients… you can't be all things to all people."
Stanton's firm will build its clientele on corporate, financial, b-to-b, and technology companies, while Crenshaw Communications will focus on consumer marketing and communications for consumer and business-technology firms and digital brands. The Stanton Crenshaw staff will split almost evenly between the two agencies, Crenshaw said.
Crenshaw Communications will launch with a staff of 15. Sharp Electronics, Quiznos, the Call2Recycle battery recycling program, and Shop.com are signed as clients of her firm. She declined to reveal a revenue target.
Stanton declined further comment but explained in a statement that he and Crenshaw "believe that splitting the business will enable each of us to bring greater focus and resources to our respective clients."