LOS ANGELES—Bender/Helper Impact, one of the largest independent public relations firms in Los Angeles, has formed The Brand Marketing Group, a new division that will focus on brand-driven public relations strategies and campaigns.
The Brand Marketing Group will work with both consumer and business-to-business clients, including media, communication and broadcast companies; entertainment properties; consumer product manufacturers; and packaged goods companies. It will center its activities around building market-share and brand awareness within clients’ respective industries and categories.
The group will be headed by senior vice president Steve Honig, who has worked with some of the most recognizable brand names in the world including Coca-Cola, IBM, Dolby, Revlon, Intel, Amazon, Spiegel, Nintendo and Fruit of the Loom.
“We want to draw more of a direct line between public relations and a company’s business objectives,” says Honig. “We’re working with clients to not only generate press for their products and services, but to also raise awareness and preference for their brands.
“With larger, more-established brands, it becomes a matter of how to use public relations to defend or grow market-share, or possibly redirect a brand. With smaller companies, we are first getting them to think of themselves as a ‘brand,’ and then executing strategies that enable them to better position themselves within their industry and ultimately get a bigger piece of the pie.”
Clients in new group include LG Mobile Phones, Dolby, NXN Software, LowerMyBills.com and Artifact Entertainment.