Evins Communications and IT Management Global Corp., which have worked together on several PR projects in the past, recently formed a strategic partnership. Each of the
principals brings different disciplines to the table. While Mathew Evins is more of an uptown guy, developing PR strategies for brands such as Marquis Jet Partners, and Makers
Mark Bourbon, his new partner Janet Mick of IT Management, practices in more of a downtown mode, and has established a reputation for guerilla marketing tactics for emerging
brands. The two principals, Evins and Mick, gave PR NEWS an exclusive interview about their partnership. (Contact: Naomi Burton, PR director for the partnership; [email protected])
Q. What do you each of you bring to the table as partners that each company was lacking as individual firms and how will that translate to PR projects?
Evins: What Evins brings to the table is an established 15-year track record in brand marketing communications and lifestyle product PR for established and iconic brands. Janet
brings the same things to the table for emerging brands and products.
Mick: We work with a lot of brands that are well known internationally and not well known domestically and want to bring them into the U.S. marketplace and provide PR programs
for them.
Q. Each of you has been known for having different strengths: Mathew, sophisticated marketing and Janet, more of the guerilla marketing mindset. How will those disciplines meld
in the new agency and is your partnership a potential model for other PR agencies?
A. Evins: Most communication agencies have had to evolve in order to become strategic business assets for their clients. To do that you need to show bottom line impact and that
you're helping to grow brand equity and to build sales and market share, and that takes a multi-layered approach. That was the reason we formed this partnership. Our industry is
going to be compelled to continue to change and become more performance-oriented, results-oriented and be able to deliver financial results.
Mick: It is a model. Social and event marketing really need to parlay themselves into long-term strategic planning, which is something that, together, is unique to this
partnership.