In 1996, Kimberly Capwell-Goolsby formed The Goolsby Group, a boutique public relations firm with a focus on the consumer product and consumer healthcare sectors (The Coca-Cola Company was the firm’s first client, and it developed a special expertise in the ophthalmic industry) and an uncanny ability to develop extraordinary award-winning creative programming while working with relatively small budgets. Meanwhile, Liana Miller was rising through the ranks at global public relations agency Fleishman Hillard, where she eventually served as a senior vice president, working with Internet pioneers such as AOL, Excite and Sony and doing pioneering work in the emerging digital arena.
Miller left FH in 1999 to found eLuminate, creating a virtual agency focused on the digital entertainment and consumer products sectors, and in 2007 the two firms joined forces, creating a new firm with an innovative structure: eLuminate’s “Big Agency in a Virtual Box” approach allows account teams to be built around the needs, objectives and budget parameters of clients rather than agency management, and an emphasis on talent over location that enables it to find the right people for specific assignments. Also in 2007, the firm added Ann McDonough, whose 20-year career has spanned
eLuminatePR offer a wide range of consulting services, with expertise in PR strategy, media relations and publicity, media training, event planning and crisis management with a focus on the digital entertainment, consumer product and consumer healthcare PR sectors. The firm has seen high levels of demand for its digital and social media approach, which it calls PR Virality, as well as enthusiasm for technology solutions that allow for real-time, day-to-day project management and results reporting and accountability.
The firm’s major clients include Advanced Medical Optics, Edwards Lifesciences, Orb Networks and Ask.com, with new additions in 2007 including Merck Pharmaceuticals and Merck Publishing, Merial Pharmaceuticals, and Wind-Up Records. Highlights included the firm’s work with AMO to create an alternative, viral campaign to reach and educate the GenY market about Lasik technology; the launch of Orb Networks and its MyCasting service; the launch of the consumer/home edition of the popular Merck and Merial Veterinary Reference Manuals; and the announcement that independent label Wind Up was making its music and videos available to YouTube creators.
“eLuminatePR has worked for IntraLase for several years as agency of record,” says Lauren Kanner, director of marketing for AMO and former MMA Medical Marketer of the Year. “They are quick to respond, provide superior strategic plans, deliver high quality impressions, and always remain within budget. I give them my highest recommendation. Top qualities: great results, good value, high integrity.”