Ownership: Interpublic Group (but operates outside of Constituency Management Group)
Offices: Los Angeles, New York, and London
Revenue: Approximately $50 million
Headcount: Global: 174; US: 172
If “2010 was the year of coming together” for PMK-BNC, as chairman and CEO Michael Nyman told PRWeek last year, 2011 was the year the Interpublic-owned agency began taking advantage of the two-year-old merger between entertainment PR heavyweights PMK/HBH and BNC.
The firm added 100-plus accounts and projects in 2011, including Pepsi for The X Factor, JCPenney, and audio products supplier Beats By Dr. Dre. These additions complemented the agency's main driver, organic growth, which comprised about 80% of last year's expansion.
“We are looking to become the global leader in pop culture and entertainment marcomms,” says Nyman. “We're unique because we live in that world.”
The agency's two major practices are entertainment and consumer. The former houses talent, music, film, TV, and events. The latter includes product placement and integration, event marketing, outreach, grassroots marketing, digital content development, and sponsorships and promotions consultation. Eighty-five percent of its clients are on retainer.
“The pop culture and entertainment world has no boundaries, so it was natural to look globally,” says Nyman in explaining why PMK-BNC opened a London office last summer. “Many clients are already there, while the world will be watching London for the Olympics.”
Expansion was also evident in the firm's staffing. In 2010, PMK-BNC had 32% turnover, which Nyman attributed in part to the merger. The firm's turnover rate fell to 26% in 2011 and headcount increased 17.5% from FY 2010 to 174.
A major hire was SVP of brand communications Rick McCabe, most recently VP of sports and entertainment at Edelman. VP of brand marketing Rick Faigin left in September.
Entering a new world
A major addition for PMK-BNC last year was fanDNA, a marketing tool that delivers metrics about celebrities' influence, awareness, and likeability among their fan base.
“Popularity is only the tip of the iceberg when it comes to measuring the opportunity to align with entertainment and celebrities,” explains Nyman. “We want to make our clients smarter. With fanDNA, we can get clients to focus on the science and come to us before the consideration process.”