Kaplow: Agency Business Report 2012

Kaplow grew revenue 7% last year, mostly through new business garnered via its Kdrive division that provides social media and digital services and content creation.

Principal: Liz Kaplow, president, CEO
Ownership: Independent
Offices: New York and San Francisco
Revenue: $10,024,000
Headcount:  59

Kaplow grew revenue 7% last year, mostly through new business garnered via its Kdrive division that provides social media and digital services and content creation. That business is expected to grow to more than 20% of revenue through 2012.
 
PR clients who added or expanded social media work include Avon's Mark brand, Nexxus, St. Ives, and Skype.
 
Key wins in 2011 included Demand Media, Kellwood Brands, Tumi, and cosmetics brands Laura Mercier and ReVive. Carter's and Foursquare were among accounts lost.
 
Storytelling prowess
Promoting itself as an integrated storyteller to clients was a priority for the agency.
 
“For 20 years, we worked with the media to get stories told,” says CEO Liz Kaplow. “Brands can now reach consumers directly with social media to communicate in a 360- degree way and infuse media relations with building great communities and creating branded content and more user experiences.”
 
For Laura Mercier, Kaplow created the Art of the Flawless Face campaign that illustrates the firm's holistic approach. It arranged a press event with CEO Laura Mercier and bloggers and editors from titles including Cosmopolitan and Glamour. Kaplow's in-house studio created custom content featuring interviews and insider tips from Mercier's makeup artists and offered product sampling to engage customers.
 
For Skype, Kaplow worked on “Skype in the Classroom,” where teachers use the service to connect with classes in other countries. The firm created a video in its production studio of parents speaking to students abroad and grandmas talking to grandsons.
 
“When you can showcase storytelling through video in a controlled way,” explains Kaplow, “the brand has an opportunity to create an emotional connection.”
 
Kaplow is looking to hire someone to replace Nissa Anklesaria running the San Francisco office and managing existing West Coast-based clients, as well as working closely with Knext, the firm's newly launched unit that focuses on communications strategies for entrepreneurial companies.

Headcount increased 8% over 2010. In New York, Kaplow hired David Richeson as SVP for consumer technology and head of Kdrive and Nick Charles as executive editor of content, both from Porter Novelli. Margarita Miranda-Abate joined the firm as SVP and head of the consumer group.

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