Multispecialist with strong cause branding capabilities
From its base in Kansas City, Barkley Evergreen serves a roster of blue-chip brands based in New York, Pennsylvania, North Carolina, Iowa, Missouri, Kansas, Oklahoma, Texas and California, leveraging its relationship with its advertising agency parent, its reputation for superior client service, and its expertise in cause-related marketing to create a national footprint. So while the firm continues to provide clients with reputation management counsel and traditional offerings in crisis communications, media relations, and corporate communications, it views cause branding as the route to a deeper emotional connection with consumers and the key to sustaining brand relevance.
The foundation of BE&P’s expertise in this arena is the extraordinary success of its nine-year effort on behalf of Lee Jeans to promote National Denim Day—a cause-related effort that encourages employees to donate to charity in exchange for the right to dress casually to the office. But it has applied cause-branding expertise in industries as diverse as yellow pages publishing (R.H. Donnelley) and fast food (Sonic Drive-In), and for diversified energy company ONEOK. The firm creates what it calls “Citizen Brands” that are active members of society and has become a thought leader in its chosen specialty, co-sponsoring a cause survey with PR Week and authoring a White Paper based on research conducted by Milward Brown.
The firm broke the $3 million revenue mark for the first time in 2005, enjoying a 14 percent revenue increase, despite budget cuts from its largest client. New clients included Brooke Corp., Golden Artist Colors, Match.com, ONEOK, and the NPT Breast Cancer 3-Day, the firm’s largest new client from which BE&P will drive walker and volunteer recruitment, local and national media relations, and local promotion. Sonic, meanwhile, rolled out its Flavors elementary arts program in