AUSTIN—Carla Stanmyre, formerly executive vice president and managing director of the North American marketing practice at GCI Group, has launched Dynabrand, a public relations firm that helps companies build and maintain powerful brands.
Initial clients of the new firm include Internet Home Alliance, a network of companies including Best Buy, Cisco, Hewlett-Packard, IBM, Microsoft, Sears and Whirlpool advancing the home technology market; InFlow, the nation’s leading provider of IT outsourcing solutions and Internet data centers; and Zensys, a leading provider of wireless control networking technology.
“Brands are among a company’s most precious assets, and Dynabrand is all about the brand: revering it, protecting it, nurturing it and cultivating it,” says Stanmyre. “Our approach to public relations is strategic, targeted and marketing-based, which ensures that the work we do for our clients will have a meaningful market impact and the effort will be time and cost effective.”
Dynabrand will focus on brand-building public relations for technology and consumer goods clients and will draw on the expertise of public relations veterans in several cities, without incurring the overhead of a larger agency.
Despite that structure, Stanmyre says she doesn’t want the firm to be known as a “virtual agency.”
“I don’t like the idea of a ‘virtual’ PR firm because it suggests a firm that doesn’t really exist, that just appears to,” she says. “DynaBrand will be a boutique agency that uses technology to tap into senior people around the country who have experience in branding but who don’t want to work for a traditional PR setting.”
The firm already has people in markets including Denver and San Francisco, she says. Some of them are full-time employees, while others will only work on specific accounts for which they have the most relevant experience.
The model, she says, will appeal to entrepreneurial clients in particular. “It’s a good way for entrepreneurial to get superior quality and superior value,” she says. “But I think tele-working is a strong trend that will only get stronger, and more traditional companies will use it in their own organizations and in their service providers.”
As head of GCI’s North American marketing practice, Stanmyre worked on some of the agency’s largest accounts including British Airways, Intel, Procter & Gamble, Seagram and Starwood Hotels & Resorts. She left GCI three years ago to become chief marketing officer Peranet, a technology-based marketing services company that was acquired shortly after her arrival. More recently, she took time off to have a baby and handled several consulting assignments.