N.E. Shop Expands to West Coast

BOSTON Imago opened an office in Los Angeles this month, the agency said.

The Portland, Maine-based marketing shop has hired Carol Orsborn to head the outpost, which will serve as the company’s public relations division. The new unit will specialize in providing strategic PR counsel and implementation of campaigns to clients and advertising agencies targeting women 40 years of age and over.

Orsborn previously ran a public relations consultancy in Santa Monica, Calif., called Orsborn Partners with her husband Dan. Dan Orsborn is currently a senior partner in the PR practice of Select Resources International in Santa Monica.

“[Carol] comes from a phenomenal background. She’s a seasoned vet—she understands the nuances of marketing to baby-boomer women,” said Mary Brown, Imago’s president.

“Marketers are rapidly waking up to the fact that the more than 40 million women of the baby-boom generation comprise the single-most lucrative segment of the population, representing more than $3.7 trillion in consumer spending in our country alone,” said Brown.

Orsborn will initially contact Los Angeles ad agencies and PR practices to forge alliances. Several clients, who were not identified, have already approached the fledgling operation.

Imago has seven full-time staffers. The firm has worked with L.L. Bean, Village Candle and Performance Motors, among other clients.