The PR Net 100, 2022: BMF

With an already glittering reputation for its experiential work, BMF recently redefined its public relations service, in anticipation of the business opportunities on the horizon for brands looking to emerge strongly post-pandemic. Turns out they were on to something, as the agency has seen its PR client roster double in less than a year. Key hires including travel and tourism PR industry vet Ty Bentsen, now BMF’s Head of Business Development, and Talya Mirkin, the agency’s Vice President of Earned, were integral in taking the agency to the next level, as the two spearheaded BMF’s new innovative approach dubbed “Experience-Led PR.” By engaging media through a multi-pronged marketing approach that is typically unavailable due to resourcing at competitive agencies, BMF Experience-Led PR provides media with immersive media relations storytelling. The team takes this strategic approach to help support minority-owned brands and clients with a purpose-driven narrative, as seen in their recent work with Sorel Liqueur. This was facilitated by a close partnership with Uncle Nearest Venture Fund, which focuses on investments in BIPOC and female-founded, owned and led brands.

Leadership team:

Bruce Starr, CEO

Brian Feit, Partner

Ed Starr, Partner

Notable long-term clients:

Sunglass Hut and Sorel Liqueur (PR), Marriott International, Rosewood Hotels & Resorts, Visa, FX, Amazon

New client wins:

Loews Hotels & Co (brand-level PR AOR), Japan Airlines (global social media + PR AOR), SelvaRey Rum, The Hidden Sea, SLS Hotel, a Luxury Collection Hotel, Beverly Hills. Project work: FX Atlanta, CBS Ghosts

What have been some of the agency’s greatest successes of the past year?

“BMF Earned’s success can be defined by one word – growth! In July 2021, Earned had a client portfolio of four clients with retainers on the lower end of industry standard. Through the acquisition of top veteran talent and a dedicated Head of Business Development (who served for a decade as The Brandman Agency’s Managing Director, Global Strategy), BMF’s Earned division has tripled its client load and raised retainers to almost four times pandemic rates. Additionally, with the awarding of new business, BMF Earned was able to triple its public relations team on both the east and west coasts, affording clients a ‘best of both worlds’ account team structure in these two critical media markets.”

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