Given its 90210 zip code and its roster of celebrity clients (Cameron Diaz, Whoopi Goldberg, LL Cool J, and Olympic gold medallist Marion Jones) it would be easy to consign Bragman Nyman Cafarelli to the pigeonhole reserved for entertainment public relations firms and leave it at that. But perhaps more than any other firm with its origins in the entertainment industry, BNC has succeeded in building a name for itself in the corporate realm, not only bringing together major brands with A-list celebrities but also developing highly creative stand-alone programs for consumer-products clients such as 3-Com, Johnnie Walker, Sony Playstation, and Guinness.
As a result, BNC has been able to grow both sides of its business. Its television department, for example, represents 19 primetime TV series, including JAG, The Drew Carey Show, Just Shoot Me, and That 70s Show, as well as newcomers Strong Medicine and Normal, Ohio. Meanwhile, the beverage practice handles the full line of imported beers from Guinness-Bass; Schiefflin & Somerset brands such as Johnnie Walker, Tanqueray, J&B, and Moet; Wines from Spain; and (for the designated driver) Diet Coke. The agency has also earned a reputation as one of the premier players in the cause-related marketing arena, thanks to work on Tanqueray’s AIDS Rides sponsorship and Avon’s breast cancer initiative.
The past five years have seen impressive growth, up from $2.4 million to $8.8 million as BNC has established itself among the best consumer marketing boutiques in the nation—small enough to maintain its creativity and enthusiasm for risk-taking, large enough to execute nationally and get results. New accounts in 2000 include Sony Computer Entertainment, Marlboro (for its racing sponsorships) and 3-Com, looking to develop an entertainment marketing program for the launch of the Palm Pilot. Senior staff additions included a new CFO from Rogers & Cowan; a new HR director from William Morris; and entertainment promotions expert Lori Could from Frankel in Chicago.
The agency’s New York office, opened in 1998, has 10 employees and revenues of slightly more than $1 million and has added to the firm’s Internet related capabilities as it eyes the convergence of technology and entertainment on both coasts. Other recent initiatives include the opening of a knowledge center (and added research capabilities) and a new sports marketing practice.