Holmes Report 16 Aug 2016 // 11:00AM GMT
NEW YORK — Independent agency network Project is buying the Brooklyn-based boutique Praytell as its 13th firm and first PR consultancy.
Project's chairman and CEO Robert Vallee today announced the Detroit-based agency network acquired the PR firm founded by Andy Pray in December 2012. Praytell has more than 45 employees with offices in Brooklyn, San Francisco, Austin, and Los Angeles. Among its anchor clients are Logitech, The High End (a business unit of Anheuser-Busch), The MAC AIDS Fund, Twitter, Google Waze, Kobalt, and Gold Eagle Co.
“We have wanted to add a PR agency to our mix for a while, but it took time to find a team with the contemporary skills and digital smarts that Praytell possesses,” said Vallee. “Our clients need and want PR expertise, and Praytell will undoubtedly deliver the top-notch integrated PR programs they seek.”
Pray and his core leadership team – Beth Cleveland, managing partner and PR director of account services, and Claudio Taratuta, managing partner and digital director of account services – will continue to lead Praytell. Praytell was named the Holmes Report's New Agency of the Year in 2015.
“We sensed an acquisition might be in our distant future, but the event came much sooner than expected when we found what we think is a glass slipper in Project," Pray said. "We’ve got big plans to reshape the way brands approach communications in today’s media landscape, and Project will help us achieve our mission to deliver extraordinary service for brands that matter and clients that get it."
Prior to opening Praytell in 2013, Pray had nearly a decade of experience working at PR firms including Ruder Finn, Waggener Edstrom, and Antenna Group.
Project is an independent network of creative agencies that was founded in 2010. Project’s 13 wholly owned agencies include George P. Johnson, Partners + Napier, Argonaut, Motive, JUXT, Spinifex Group, G7 Entertainment Marketing, School, Raumtechnik, Shoptology, Pitch, Junior, and now Praytell. The network is employee-owned with more than 2,000 employees in 47 offices around the world.
“We’re committed to adding disciplines to our agency arsenal that are imperative to client success,” said Vallee.
Palazzo served as financial advisor to Praytell in this transaction with Praytell receiving legal representation from Reitler Kailas & Rosenblatt LLC.