Y&L Recruits PR Vet for Unit Launch

BOSTON Seeking to broaden its service offering, Young & Laramore has launched a public relations division with PR veteran Cathy Yingling as managing director.

She joins the independent shop in Indianapolis from the PR operation of Chicago-based Cramer-Krasselt, where she was a vp and worked with clients such as CareerBuilder.com (which recently split with CK) and United’s Ted Airlines, among others.

Her expertise includes new product launches, brand repositioning, cause-related marketing and generating buzz via grassroots efforts, viral pushes and non-traditional media.

“Y&L PR will focus on brand action PR—integrating brands into the lives of the target audience beyond paid media, in ways that are relevant and effective,” said Y&L CEO Paul Knapp.

Added Yingling, “The focus of this new division will be on connecting with consumers and … bringing campaigns to life via experiential marketing.”

Y&L is following a trend among shops of all sizes to expand their service menus while more closely integrating all aspects of client communications.

Prior to CKPR, Yingling managed publicity for brands at Zeno (a subsidiary of Edelman) and Weber Shandwick, both in Chicago.

Y&L is best known for online and offline efforts for clients such as Delta Faucet, Stanley Steemer and Steak n Shake.

Delta, which had worked with the shop on projects, in February tapped Y&L as lead agency on its estimated $12 million ad account.