Via PR Exec Exits To Open Boutique

Public relations veteran Peter Greer has left Via, where he was a principal and ran the PR unit, to launch boutique G2PR.

Greer, 44, is not severing ties to Via. His new shop, headquartered in Newburyport, Mass., will consult with several of the Portland, Maine, agency’s clients, including Banknorth and Adams Harkness & Hill. Though Via does not plan to replace Greer, it will maintain a PR discipline, a representative said.

“As Via hits its growth curve on the advertising side, [that] gives me a great opportunity to take my experience and create a dedicated PR business,” Greer said.

G2PR’s first full-time clients are Hyperwave in Westford, Mass., and Imprivata, Lexington, Mass.

Greer joined Via two years ago and worked on PR assignments for accounts including Fairchild Semiconductor, Sugarloaf, Stora Enso North America and Aura360.

Previously, Greer spent a decade at Mullen in Wenham, Mass., as co-director of public relations, working on Lycos, Hewlett-Packard and Reebok Golf. Greer also worked at Creamer, Dickson, Basford in Boston.

Greer serves as his shop’s president, and is joined by former Mullen colleague Cameron Smith, G2PR’s COO.

David Scott, a former marketing executive at NewsEdge when it was a client of Mullen’s, said Greer is a strong strategist who “understands that it all comes down to sales.”

“He’s [good at] directing a team to create whatever materials are required, [whether it be] a press release or a pitch,” Scott said.

G2PR expects to chase a variety of clients, Greer said. “In terms of business development, I don’t obsess over categories,” he said. “But I think a lot about where people and businesses are heading … and how they connect with brands.”