The dramatic developments in digital media have meant that the traditional “pure” public relations model, focusing solely on earned media, has come under increasing pressure. Many firms have changed their service offering in recognition of this shift; while new firms have spied the opportunity to bring more relevant models to market. Affect is a good example of this trend - launched in 2002, it has now evolved into a firm that integrates PR with social media and marketing. Like many boutiques, Affect clients tend to receive more senior-level involvement, as part of a client service commitment that the agency counts as the core of its offering. Affect employees, moreover, are happy to call themselves “technology geeks”, reflecting the firm’s tech sector strength, and its technical acumen for the oft-bewildering range of acronyms, software, networks gadgets and gigabytes that drive the industry.
Affect was founded by agency president Sandra Fathi, who remains day-to-day lead on operations and client counsel. Fathi is supported by VP and partner Leslie Campisi, an interactive marketing specialist who has been with Affect for six years, and heads business development. There were plenty of new mid-level hires in 2010, reflecting revenue growth of 40 percent to US$2 million. The firm substantially expanded its retainer for Kony Solutions, and added new business from Omni Hotels & Resorts, Bug Labs and Sophos to a client roster that features Regus North America and its biggest client, Absolute Software. There was also consumer tech growth for such clients as dealnews and Adopt-a-Guy.
“After working with Affect for a short time, they proved to be highly strategic thinkers who can translate technical concepts into business value,” said Bug Labs founder and CEO Peter Semmelhack. “The team jumped in to our fast-paced environment and immediately provided results in major business publications.”
Affect hit the headlines earlier this year when it launched the New York Intern Project in conjunction with online promotions company Strutta, bringing in top industry figures to help judge the search for new talent. Public voting determines the finalists, with the contest receiving more than 80 entries.
Other high-profile assignments included promoting Sophos skills in spotting and managing breaking security news and threats; and, conceiving and implementing a social media strategy for Omni Hotels & Resorts to improve brand awareness and recognition among meeting planners.
Affect works with partner and UK agency Johnson King to provide international capabilities to clients. Currently, the partners share two clients, Kony Solutions and Sophos.—AS