Crispin Enters Spin Cycle

NEW YORK MDC Partners’ Crispin Porter + Bogusky is starting a public relations division in an effort to garner additional business from clients.

Begun in late June, the division is lead by Rob Gould, a former managing director at public relations practice Porter Novelli in Washington, D.C. His title at Crispin will be director of brand/culture integration.

“We’ve always believed that great ideas for marketing brands begin with the product and the consumer experience with that product. We want to make sure that these great ideas and more importantly, how they get expressed, are fed by many perspectives, including public relations at the point of conception,” said Jeff Hicks, president, CEO of Crispin, in a statement.

While at Porter Novelli, Gould worked with clients like the Propane Council and the American Cancer Society. “What was nice about the Washington market is that they’re open to integrated campaigns,” Gould said. “The label of being a PR firm wasn’t as narrowing as I’ve found in other places.”

At Crispin, Gould will be part of new business pitches. “We want to take in a PR perspective from the point of inception,” he said. “Obviously we’ll look to execute the work and get paid for it, but we’re not saying it has to stay with us.”

Gould, who started at the Miami office in late June, is currently focused on adding two to three members to his staff, as well as getting to know account personnel.

“There’s a tremendous amount of overlap between what people in advertising do and what people in PR do,” said Gould. “When you get down to some of the executional skills—media relations, organizing press events—there’s an obvious difference. But at the strategic level they’re similar.”