ENGLEWOOD, NJ: Jeffrey Graubard is launching The Other Agency, a firm focused only on offering project-based comms advice.
The firm officially launched on October 1 and will remain small, eschewing retainers in favor of smaller projects, Graubard told PRWeek.
"I think today we have a lot of larger brands that don’t necessarily want to commit to $50,000-a-month retainers," he said. "I’m interested in $10,000-to-$15,000-a-month projects. That’s, I think, our sweet spot."
The Other Agency’s name reflects a business model where clients decide their AOR isn’t right for a certain project and choose to give the work to "the other agency," Graubard explained.
The new firm won’t have employees. Instead, Graubard will work with a friend, Howard Ruben in Los Angeles, and will subcontract with two other senior advisors — a tech expert and a B2B advisor in New York — along with three account representatives.
It’s part of the plan, he said, to keep costs low and stay close to the work.
"I’m 61-years-old and I’m not looking to grow a 40-person agency," he said. "I don’t want that. That does not allow me room to service the clients the way we want to."
Graubard said he’ll focus on consumer and sports brands, as well as non-profits, and also hopes to get referrals from other comms firms.
"I want other agencies to know if they have conflicts they can come to us," he said.
Graubard was CEO and founder of The Graubard Group from 1992 until April last year, when he said let the firm go dormant while he started work on his new business. That firm specialized in consumer, sports, and CSR communications for clients such as American Dairy Association, General Mills, Wise Snacks, Nikon, Verizon, and Walmart.
In October 2014, Gibbs & Soell and rbb Public Relations launched joint venture Gibbs-rbb Strategic Communications. Gibbs-rbb’s first hire was Graubard.
"I was the founding managing director for Gibbs-rbb, a joint venture between G&S Communications and rbb PR, and then had a number of discrete long-term assignments that I handled myself," he said, explaining the chronology. "Ruben and I have been discussing The Other Agency concept for the past five years."
Prior to joining Gibbs-rbb, Graubard managed external corporate media relations in North America for Unilever.