- Andrew Graham is a PR vet who most recently worked with Greentarget as a senior associate and consultant; he’s also written a guest post or two for a certain PR blog you may have read.
- Jeremy Bridgman has experience in both the communications and restaurant industries, working in accounts with Waggener Edstrom, Ogilvy and others and helping to launch Williamsburg’s Two Door Tavern.
The reason we mention them, of course, is that they just launched their own agency this week: Clear.
As Graham tells us today, the two decided to strike out on their own back in August and spent the next few months drawing upon their experience in the field to define their approach with a few basic principles, first and foremost that traditional media relations work is “unsustainable.”
What will make Clear stand out?
Graham tells us that Clear will focus on specialization, or the sort of work that many agencies “outsource or lack.”
“During the past decade…there hasn’t been adequate change in what agencies do to advance the interests of their clients and how they pursue growth as businesses.
So, we established Clear in order to…allow clients to extract the greatest benefit possible from our knowledge and expertise. We’ve developed…an alternative fee model to align our incentives with those of our clients.
We also maintain a formal policy against representing competitors. Working with only one client in each field will lead to better outcomes for those clients than the alternative.
All of our work is grounded in the belief that every stakeholder group reacts best to material that is clear, consistent, and memorable, and that the substance of those messages is more important than the medium they appear on. We’re not reflexively pitching journalists.”
In order to emphasize changes in the traditional media relations model, Clear posted this infographic as its first company blog entry:
Of course, Clear is one of many agencies working to move toward the front end of an evolving business model. They already have a client base and we’d love to keep up with their campaigns but, as Graham writes:
“Our client list is, and will always be, confidential. I’m never going to put client logos on our website for the same reasons as I won’t put bumper stickers on my car.”