In recent years, advertising agencies that operate public relations subsidiaries have come to understand that integration can’t be forced: it only happens consistently when clients can see for themselves that the agency’s PR arm is as strategic and creative as its advertising arm. That’s why Karwoski & Courage, the PR subsidiary of Twin Cities ad agency Martin Williams, has flourished in recent years, establishing itself as one of the most successful players in the crowded Minneapolis marketplace.
Whether the assignment involves helping blue-chip clients such as 3M and U.S. Bank market existing products, or working with emerging national technology providers such as KB Gear Interactive and Innuity, clients come to Karwoski & Courage for its strong creative product—the end result of a strategic product that employs tools such as the Yankelovich Monitor to identify trends and PRIZM cluster analysis to segment and prioritize media relations efforts.
The year 2000 did not start happily, as the agency sought to replace more than 15 percent of its fee income after a one-year contract with Andersen Consulting came to an end. But K&C was aggressive on the new business front, adding clients such as Gateway Computer and Sprint PCS, and saw expanded revenues from existing clients. The agency added technology capabilities in 2000 with the hiring of Bill Belknap, former head of communications for Tanning Technologies.As a result, the firm ended the year with its best-ever results.