Former BWR publicists launch The Initiative Group

The agency’s clients include Adam Sandler, Anna Kendrick and Beaches and Sandals Resorts.

Image via Getty Images
Image via Getty Images

LOS ANGELES: Several publicists formerly with BWR, an entertainment brand owned by BCW, have opened a new firm called The Initiative Group.

The firm’s partners are Cindy Guagenti, Paulette Kam, Gary Mantoosh, Christina Papadopoulos, Lisa Perkins, Jamie Skinner and Alex Spieller, according to The Wrap.

The new agency’s client list includes names like Drew Carey, Regina Hall, Anna Kendrick, Matt LeBlanc, Mario Lopez, Zoe Saldana and Adam Sandler. Its corporate lifestyle clients include Beaches and Sandals Resorts, Gelson’s Markets, USA Cycling, Pair of Thieves and NALIP, according to The Wrap.

Representatives of The Initiative Group could not be reached for this story.

BWR was absorbed by Burson-Marsteller in 2010. After the combination of Burson and Cohn & Wolfe, BCW launched its entertainment practice on the foundation of BWR. 

Many of BWR’s publicists left BCW in May when it further subsumed the BWR brand.

In June, BWR Public Relations cofounder Nanci Ryder died after a battle with Lou Gehrig’s disease.

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