Abstract

In 2004, six shareholders led by Tony Signore took over day-to-day operations of a New York-based public relations firm following a buyout from its founder and CEO. The group then began a process of transforming the business from a sports publicity firm serving a large number of clients annually to a strategic brand counselor and marketing communications partner to a small group of leading consumer brands. The case describes the challenges faced by the team in transforming the culture and business model and ends by asking whether their approach is sustainable, particularly in the face of an economic downturn.

Learning Objectives

The case allows participants to explore the challenge of change management and implementing strategic change in a professional service firm.

Subjects Covered

Professional Services, Leadership, Strategy Formulation, Professional Development

Setting 

Geographic: United States

Industry: Public Relations

Event Start Date: 2004