Interactive Agency Launches Branded PR Division
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Interactive Agency Launches Branded PR Division

Dirty Water Integrated is not the first interactive agency to open a public relations unit, but it may be the first to give public relations a central role in the branding process, with its announcement this week that it is forming a new division, Branded

Paul Holmes

NEW YORK, March 5—Dirty Water Integrated is not the first interactive agency to open a public relations unit, but it may be the first to give public relations a central role in the branding process, with its announcement this week that it is forming a new division, Branded Public Relations, and bringing in two veteran counselors who learned their trade in the bricks-and-mortar world to provide instant credibility.

The firm will be led by Gordon Earle, formerly a senior producer for the McNeil-Lehrer News Hour and a senior executive at GCI Group and Hill & Knowlton, and Jay Winuk, whose career includes positions with Burson-Marsteller and Golin/Harris. Both come to Dirty Water from their own consulting firms—Earle Partners and Winuk Communications respectively.

Earle will direct corporate communications, while Winuk will manage PR programs and play a key role in marketing Dirty Water itself. The two have been working with DW clients—including  netPCS Networks, CyberRebate.com, and Southeast Interactive Technology Funds—for several months.

Dirty Water offers brand identity, website development, traditional and online advertising, and direct marketing services, and the new PR group will add strategic counsel, media relations, speechwriting and editorial services, media training, crisis and issues management and analyst relations.
“At most firms, branding programs for clients are typically developed outside of the public relations function, and then PR is called upon to execute that brand proposition,” says Peter DePasquale, DW’s co-founder and CEO. “Our approach is different. Dirty Water helps clients build brands from the ground up, with a focused integration offering that includes the PR perspective from the outset. Every service we deliver starts with the brand and is brand informed, and public relations is an essential component to both brand development and the execution of that brand platform.”

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