The firms are launching the partnership with two clients: media agency MEC and The Brand Union, a brand strategy shop. Lara Leventhal, MD of Eulogy, and Samantha DiGennaro, founder and CEO of the New York-based eponymous agency, will manage the partnership.
The agencies will collaborate to offer PR strategy, development, and best practices in both the US and UK. They will also pitch for new business together in some cases, said Leventhal.
The principals believe the collaboration will help them offer clients better access to brand influencers, organizations, and media to expand their global footprints.
"It's being driven by the marketplace needs we are seeing among clients, as well as an opportunity to push each of our businesses in multinational directions," DiGennaro said.
The firms decided to partner after they were introduced by shared client MEC, which led them to realize they had complementary cultures and skill sets and that a partnership would help each expand offerings and meet the increasing needs of global clients.
"It just made sense for us to do a strategic partnership, and I think it will add value to clients and also add value to the business at the end of the day," Leventhal said.
The agencies are also implementing an employee-exchange program to enhance international PR knowledge and experience among staff, as well as to maintain and motivate talent.