NEW YORK: Marketing services holding company The CHR Group has acquired communications firm Trylon SMR as part of a strategy to build its technology PR practice.
Trylon will retain its brand, and president Lloyd Trufelman will continue to lead the firm. There will be no changes to Trylon’s personnel as a result of the acquisition, Trufelman said.
Trylon’s staff of six will move into CHR’s New York headquarters. Trylon will also have a base in CHR’s San Francisco office, which will help the firm serve its Silicon Valley clients, Trufelman told PRWeek.
"Being part of a larger holding company gives us the chance to offer clients an extended menu of services and do a variety of things such as e-commerce, advertising, and digital, beyond our core of media relations," said Trufelman.
Based in New York, Trylon focuses on the technology, media, and telecommunications sectors. Since launching in 1990, the agency has worked with Microsoft, About.com, Corbis, The Weather Channel, Scripps Networks, and AT&T. Trufelman declined to name the firm’s current clients.
As CHR’s first tech PR acquisition, Trylon will form the basis of the holding company’s technology practice as it embarks upon further acquisitions in this space, according to a statement. CHR plans to expand its portfolio from 14 to 20 companies by the end of the year, including two new PR agencies, said CHR chief strategy officer and partner Jonathan Zaback.
The company will look to acquire firms with a headcount between 20 and 25, and with varying experience in the tech sector that will complement Trylon’s services, Zaback added.
"We will build a tech practice made from a variety of firms, and not one that is trying to be everything to everyone," he said. "It is an exciting time for PR. With CFOs making CMOs do the same with less, there is a great opportunity for specialty firms to completely shine and take on the bigger agencies."
CHR also owns lifestyle PR firm Raker Goldstein, as well as other marketing services agencies such as Slingshot, Neverstop, and JVST.
Financial terms of the deal were not disclosed.