Atomic PR: Agency Business Report 2012

Atomic PR rounded out 2011 with solid top- and bottom-line growth as it also sought to continue domestic and global expansion.

Principal: Andy Getsey, cofounder and CEO
Ownership: Huntsworth (part of Grayling)
Offices: Global: 5 wholly owned; US: 3
Revenue: Global: $16.1 million; US: $15 million
Headcount: Global: 108; US: 96

Atomic PR rounded out 2011 with solid top- and bottom-line growth as it also sought to continue domestic and global expansion.
 
Worldwide revenues jumped 34.5% to $16.1 million, while its profit margin improved to 21%. US business makes up the majority of revenue, but the tech specialist firm continues to leverage its relationship with parent company Huntsworth, which acquired it last March, to boost global reach.
 
In the US, it maintains offices in San Francisco, Los Angeles, and New York. Through Huntsworth, it also has a presence in London and Munich. International revenues now total slightly more than $1 million.
 
“Our UK and German operations turned in 25% growth,” says Atomic cofounder and CEO Andy Getsey. Global growth will continue to be a priority in 2012.
 
This March, Atomic appointed Daniel Cohen, former MD of consumer brands at Grayling, as MD, EMEA. From London, he will lead its EMEA expansion with a particular focus on adding consumer brands.
 
Expansion plans include the opening of an EMEA office and two US outposts, including one in Orange County, CA.
 
US revenues increased 35% over the prior year to $15 million by the end of 2011, aided in part by its merger with H30 Communications. H30, a firm Atomic spun out only to be remerged upon acquisition by Huntsworth, earned $1.9 million in revenues during its first 10 months of existence.
 
Atomic picked up its largest client to date when it won the Sony Electronics AOR account last May. It now handles all the electronics manufacturer's PR and social media.
 
New business accounted for 85% of the firm's growth, including Contour, WIMM Labs, Minted, Bitcasa, Seamless, Milyoni, and Ignite in the US. It also added multi-country accounts with Hotwire, MarkLogic, and DataSift. High-profile account losses included Dropbox and LivingSocial. The firm also resigned Netgear and Pioneer.
 
The power of analytics
Getsey credits much of the firm's past and future success to its strong focus on analytics, especially as corporations are becoming increasingly interested in measurement.
 
The firm also hopes to add more b-to-b and consumer brands to its client roster.
“Increasingly the line is getting blurred between technology and consumer for us,” Getsey notes. “Tech is the perfect model for where consumer needs to go.”

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