In sports they’re called rebuilding years, and MSL U.S. CEO Diana Littman definitely had some rebuilding to do after becoming the agency’s American PR lead in October 2018.
Globally, MSL’s revenue was down 9% in the U.S. to $150 million, according to PRWeek’s Agency Business Report 2018.
Not long after starting her new role, the agency began racking up the wins in the form of big-name clients and significant senior hires. In fact, for the agency’s profile in the PRWeek Agency Business Report 2020, Littman said MSL saw 10% year-over-year growth in its consumer work in 2019.
That included continuing efforts for Procter & Gamble as well as new clients Cadillac, Wingstop, Invisalign, White Claw, Smucker’s and Campbell’s.
But Littman’s tenure hasn’t been all carbonated alcohol drinks and jam. In February, she canceled MSL’s membership in the PR Council and reinvested the $50,000 fee back into the agency.