NEW YORK—Jeff Graubard is to lead a new joint venture between PR firms Gibbs & Soell and rbb, which focuses on 'conscious consumers'.
Gibbs-rbb Strategic Communications will be based in Gibbs & Soell's corporate HQ in New York, with additional offices in Chicago, Miami and Raleigh. The two firms are partner members of the PROI Worldwide network, and will back the JV with firm their combined staff strength of 175 employees.
The unit will represent food, beverage and FMCG clients, focusing on of discerning consumers making buying decisions based on factors such as health, sustainability and corporate social responsibility (CSR).
Prior to joining Gibbs-rbb, Graubard founded and led The Graubard Group, a New York-based public relations agency that specialized in consumer, sports and corporate social responsibility communications. In addition, he was previously with Unilever, where he managed external corporate media relations in North America.
“There is a growing demand in the marketplace for transparent and sustained communications with the customer and consumer, and our alliance with Gibbs & Soell gives clients a complete constellation of marketing tools to address that need,” said Christine Barney, CEO and managing partner, rbb PR.