The PR Net 100: BerlinRosen


BerlinRosen celebrated its 15th anniversary in 2020, marking the occasion with its first-ever rebrand including new brand identity and website. Both client and team growth have been on the rise, which leadership credits to their internal-facing team. BerlinRosen expanded their operations team adding a practice area fully dedicated to recruiting top talent in the industry. The agency also expanded its in-house digital advertising division to provide full capabilities including expanded media planning and buying across strategies, including awareness, persuasion, acquisition and turnout. The firm’s all-female ads team offers social media, programmatic, SEM, OTT and publisher-direct advertising solutions. Finally, they also launched an in-house video production division, and the team is now able to provide end-to-end video production services for clients across a broad range of industries.

Notable long-term clients

Audible, Bloomberg Media, Brookfield, Brooklyn Public Library, Color Of Change, Cornell Tech, Daniel Boulud, International Brotherhood of Teamsters, Mother Cabrini Health Foundation, Northwell Health, Samsung, Service Employees International Union (SEIU), Sidewalk Labs, Singapore Airlines, Silverstein Properties, SL Green, The Nature Conservancy, UNICEF USA, Waldorf Astoria

Recent client wins

American Cancer Society, Mozilla, GLAAD, Lark Hotels, Meatpacking District (NYC), Oculus, Wikimedia

Is there a big industry trend you’re backing in terms of your agency offering, and why do you think this area will continue to grow and influence the PR practice? 

Influencer marketing is no longer just a major trend, but a key component of major PR campaigns. The fact that the state and federal governments are getting in the game is a sign (if any were still necessary) that influencers are simply part of the mainstream conversation on how to reach key audiences.

Over the past years, we've solidified our Influencer Marketing practice and have been formulating and implementing influencer strategies for more and more clients across nearly all practice areas for the simple reason that it gets results. That has meant not only some of the world’s most famous faces sharing the spotlight with causes they believe in but meaningful co-signs from local tastemakers and community conveners to drive interest in brands, entertainment, events, retail, real estate, product launches and much more.

Indeed, where the influencer landscape of a few years ago was largely limited to high-profile actors, musicians, athletes, and other celebrities, today’s influencers span a far wider spectrum. With thousands of mid- and micro-tier influencers with followings that are no less passionate than the biggest stars’, across a dazzling array of niche communities and interests, influencer partnerships have correspondingly become important and accessible to a broader range of offerings and budgets, with new challenges of how to identify and work with the influencers who offer the greatest return on investment for a specific need.

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