The Rogers Group
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The Rogers Group

Holmes Report

Generalist distinguished by brand building, crisis management and social marketing expertise

Ron Rogers, 310-522-6922, Los Angeles


The Rogers Group (formerly Rogers & Associates) began 2006 with a new name and a revised positioning. From an outsider’s perspective the change might appear to be a minor one, but it reflects the way the firm’s services have expanded over the years. In addition to groups specializing in public affairs, crisis communications, media strategy, and the Latino market, the firm partners with advertising agencies and design firms to provide a range of communications services unmatched by any of its west coast competitors. The firm also introduced a new tagline, “the wisdom of clarity,” designed to highlight its commitment to cutting through the communications clutter and getting to the heart of complex ideas and issues.

                Rogers continues to stand out from the pack in Los Angeles for two reasons: first, it eschews the entertainment sector, focusing instead on serious brand-building, social marketing, and corporate reputation work; and second, it is one of only a couple of substantial L.A. operations (75 employees) that isn’t owned by one of the giant conglomerate holding companies. It is also distinguished by the depth and variety of its assignments: handling major vehicle launches for American Honda, which won both Motor Trend Car of the Year (for the all-new Civic) and Motor Trend Truck of the Year (for the company’s first-ever pick-up truck, the Ridgeline); national and California assignments for WellPoint and Blue Cross of California, communicating on key issues including childhood obesity, Latino outreach and Medicare Part D; increasing its work with Kellogg on brands including Smart Start, Special K and Pop-Tarts; handling Latino communications for Washington Mutual; delivering media relations for BSH Home Appliances’ premium brands Bosch and Thermador, including a year-long campaign celebrating the 50th Anniversary of Thermador’s invention of the first built-in wall oven.

                The firm was also successful in bids to retain its two largest public sector accounts: the  California Department of Health Services’ anti-smoking campaign and First 5 California (the state’s early childhood development campaign). The budgets for those two campaigns have declined by a combined $1 million, but Rogers maintained its revenues at around the $10 million level through growth from existing clients and new additions such as the Masterfoods division of M&M/Mars, California Speedway, PBS, the California Teachers Association, and the Greater Los Angeles Chamber of Commerce.  The agency also expanded its work with Bandai and Acura and continued to implement award-winning public education programs for The White House Office of National Drug Control Policy, California State Water Board and Los Angeles County Departments of Public Works and Health Services.

                The agency expanded its senior management with the addition of Alan Arkatov as chief strategy officer, bringing a depth of experience in communications strategy, policymaking and higher education from his past positions as president and chief executive of Burson-Marsteller’s Southern California region in Los Angeles and head of its West Coast public affairs practice. Working alongside agency founder Ron Rogers and president Lynne Doll, he will contribute to one of the strongest management teams in the business.

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