LOS ANGELES—Steve Honig, a veteran of agency positions at GolinHarris and GCI Group, has launched The Honig Company, a full-service public relations and marketing communication firm.
In addition to providing clients with traditional public relations services, The Honig Company also offers marketing communication services including online marketing, celebrity appearances, radio promotions, street marketing and product placement.
The company was formed “with the mandate of providing clients with a high standard of service and bottom-line results at below-market costs,” according to Honig. It is also structured in a way designed to eliminate many of the issues clients have when working with an agency, such as hourly billing rates, expense mark-ups and lack of senior-level involvement.
”It’s about using communication to achieve a specific objective, whether that is to sell a product, increase a company’s market-share or predispose consumers to a particular brand,” says Honig. “There are agencies out there that do a lot of work for their clients but have no real objective in sight; I think it’s time to separate activities from accomplishments and give clients results that will drive their businesses forward.”
The Honig Company has six clients at launch: Illuminations, a home décor retail chain; Caffeine, a manufacturer of young men’s apparel; Gergè, an upscale line of watches and jewelry; Tribe Networks, an online destination; The Mr. Holland’s Opus Foundation, a non-profit organization that supports music education in public schools; and The Motion Picture & Television Fund, a non-profit organization that provides health and social services to people in the entertainment industry.
Prior to forming his own firm, Honig oversaw all North American publicity for Nintendo at GolinHarris and managed the agency’s consumer technology division. At GCI Group, Honig was based out of the agency’s Atlanta offices during the 1996 Olympic Games, representing Olympic sponsors IBM and BellSouth Corp. as well as the 1996 Olympic Committee.
The Honig Company is based in Los Angeles, with local presences in New York and Atlanta, and has a staff of 10.