NEW YORK: Former DeVries Global chief strategy and creative officer Loretta Markevics has launched an integrated communications agency called Sed Communications.
The firm is focusing on startups in three areas: wellness, technology and cannabis. It is providing brand strategy, creative ideation, experience strategy and PR strategy and execution analytics. Markevics declined to name companies, but said the firm has three AOR clients and is “involved with a few RFPs.”
Markevics is working with a small team of individuals on a contract basis but plans to hire staff early next year. She is also planning to continue to work virtually.
Opening her own agency has always been a goal, Markevics said, but the pandemic pushed her to take the leap.
“There’s been a lot of talk about how COVID-19 has really sped up people’s thinking about a lot of things,” Markevics said. “People had been looking at their bucket lists and starting things they had put off for so long, and I was one of those and said ‘Why not now?’”
Markevics left DeVries to work on her business in June. The agency declined to comment on her departure or its plans for her former position.
In conjunction with the launch, Markevics has commissioned a study that examined the willingness of people to start new businesses. As a result, the first task on her to-do list is preparing for the coming wave of startups that the study predicted will “probably hit toward the end of next year.”
“I’m preparing for that wave and gaining an expanding roster of clients,” she said. “I want to be able to build up case studies as much as possible for when the tsunami hits in the mid or end of next year.”
Before DeVries, Markevics worked at creative firms McCann and Grey, as well as Porter Novelli.