Coyne PR: Agency Business Report 2012

Coyne PR made a splash last September when Burger King selected the agency as its US AOR after an RFP process, beating out four other firms.

Principal: Tom Coyne, CEO
Ownership: Independent
Offices: New York; Parsippany, NJ
Revenue: $17,692,000
Headcount:110

Coyne PR made a splash last September when Burger King selected the agency as its US AOR after an RFP process, beating out four other firms.
 
The account win headlined a year in which the Parsippany, NJ-based agency experienced 10% revenue growth compared with 2010, a surge that “came in very close to its forecast.”
 
Tom Coyne, the eponymous firm's CEO, explains that uncertain economic conditions are actually helping his company because “a lot of people, when times are challenging, look to get a little more from agencies. That is when they decide to see what else is out there.”
 
New partnerships
Coyne also cites the agency's new relationship with Pfizer as a highlight. In addition, last year also saw the firm win work from WebMD, Rodale, South African Tourism, Playmates Toys, and Town Sports International, the parent company of New York Sports Clubs. Coyne lost the Aluminum Association account and completed its work for Hershey's.
 
The company boosted its headcount 16% from the prior year, including the hires of Reggie Dance, VP, who previously ran his own boutique firm, and social media director Marie Baker, who previously worked at Child's Play Communications.
 
Tracy Shea, the agency's former SVP of digital creative, left to form his own firm, and Rick Liebling, former digital director, left for advertising shop Young & Rubicam.
 
Coyne says keeping the firm appropriately staffed remains a hurdle.
 
“The biggest challenge is managing growth and making sure you are always hiring the right people and providing the right amount of support to your different teams,” he explains.
 
Among the agency teams to show the most growth last year, Coyne cites digital, consumer and lifestyle, and health sciences. The firm's founder also sees a returning emphasis on PR fundamentals in the months ahead.

“I see PR getting a bigger seat at the table and in the integrated marketing mix,” offers Coyne. “I also see a return to traditional media. For a lot of clients, social was the thing a year ago. Now they want to make sure the agency is able to do traditional media, so the pendulum is swinging back a little bit.”

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