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5W Public Relations
Company typePrivate
IndustryPublic relations
FoundedNew York City, U.S. (2003 (2003))
FounderRonn Torossian
Headquarters
New York City, New York
,
U.S.
Number of locations
New York City and Los Angeles
Area served
North America, Europe, Middle East
Key people
Ronn Torossian (Founder)
ProductsConsumer, crisis, celebrity, corporate communications, government and public affairs, fashion
ServicesPublicity, brand-building and marketing
RevenueUS$14,188,564, increase 14% from 2012
Number of employees
92 (2012)
Website5WPR.com

5W Public Relations, also known as 5WPR, is an American public relations firm. It was ranked the twenty-third largest independent PR firm in the United States by the J. R. O'Dwyer Company in 2013, with revenues exceeding $16 million.[1] The name, 5WPR, was inspired by the five Ws: who, what, where, when, and why.[2]

History

Founded in 2003 by Ronn Torossian, 5WPR grew quickly from a small office with two employees. In 2005 Torossian was profiled in the New York Times, who called him "brash and aggressively outspoken...the consummate scrappy publicist".[2]

In 2005, 5WPR opened a Los Angeles office. Its client base grew from three to about 50 in 2008.[2] Its portfolio included a diverse range of customers, including celebrities, health and beauty firms, and corporate, government, religious, and public affairs clients. Revenue grew from $3 million in 2004 to $11.5 million in 2008.[2] By 2009, O'Dwyers ranked 5WPR as 13th-largest agency in the US.[3]

In 2012, to commemorate their 10th year anniversary, the firm launched a new corporate identity, including a new logo and tagline: “Real. Resourceful. Results.” [4]

Current

For the year 2013, the company was ranked #23 with revenues in excess of $16 million.[5] In 2011 its ranking in Top PR Firms specializing in Beauty and Fashion Public Relations rose to fifth,[6] and ninth largest travel PR agency.[7] 5WPR had seventy-two employees in 2010.[3]

In December 2010, 5W Public Relation's work for Apra International was recognized with the 2010 WWD Beauty Biz Award for "Best Executed Launch Strategy" in the Mass Fragrance category.[8]

2013 Awards

In 2013 5WPR was named the Public Relations Agency of the Year during the 11th Annual American Business Awards ceremony. 5WPR also received a "Gold Stevie" (awarded for outstanding performance and achievement in the workplace around the globe). Torossian received the award for Communications, Investor Relations, and PR Executive of the year.[9] In 2013, PR News awarded 5WPR an honorable mention for mid-size PR Agency of the Year.[10]

Clients

Consumer products clients have included 1800 Tequila,[11][12] Promotion in Motion and its Gummi Bears, Fruit Jacks, and Welch's Fruit Snack brands; the holding company Groupe SEB,[13] El Al,[14] Barnes & Noble, Roblox[15] and Evian.[16]

Corporate clients have included Travel Alberta,[13] Vinod Gupta,[17]Jackie Robinson Foundation,[18][19] Western Kentucky University,[20] Whole Foods Market,[16] and MedCAREERS Group.[21]

5WPR has represented Sean Combs,[22] rappers Lil' Kim,[23] Snoop Dogg,[24] and Ice Cube.[25] The firm secured product placement on Shiloh Nouvel Jolie-Pitt, the first biological child of Angelina Jolie and Brad Pitt by flying a shirt to Africa which made the shirt famous after People magazine put the newborn wearing it on the cover.[26][27] The firm has represented Russian oligarchs, including Rinat Akhmetov of the Ukraine,[28] the richest man in Europe,[29] 5W has worked in Iraq and Lebanon with representation of Iraqex (now known as the Lincoln Group) for their $6 Million United States government contract.[30]

The firm boasts a "tight working relationship with the Christian Right", as well as many members of the Israeli political echelon, including the Tourism and Foreign ministries, Likud Party, members of Knesset and Jerusalem Mayor Nir Barkat.[31] They have also represented Israel Prime Ministers Ehud Olmert and Prime Minister Benyamin Netanyahu.[32] The agency has trained Israeli government officials for media appearances.[33] They have represented Evangelical Christian groups, including the Trinity Broadcasting Network, Christian Coalition of America, Pastor John Hagee and Benny Hinn Ministries.[34]

Agriprocessors scandal

Agriprocessors, a kosher meat processing company that went bankrupt after a federal investigation into worker abuse and hiring illegal immigrants, was a 5W client. In July 2008 a person claiming to be one of the leading critics of Agriprocessors posted comments to several blogsites that seemed to suggest that the critics were operating out of self-interest. The comments were traced back to the IP address of 5WPR's executive responsible for the Agriprocessors account.[35][36]

5WPR issued a statement admitting the impersonation, saying that the firm's "IT department investigated accusations which we have now learned to be true," and that "A senior staff member failed to be transparent in dealing with client matters."[37]

Recognition

References

  1. ^ "Top PR Firm Rankings – Public Relations Agency Rankings by O'Dwyer's Public Relations News". Odwyerpr.com. Retrieved 2014-03-10.
  2. ^ a b c d Kurutz, Steven (February 20, 2005). "Brash P.R. Guy Grabs Clients, Ink". The City. The New York Times. Retrieved 2008-09-05. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  3. ^ a b "Top PR Firm Rankings – Public Relations Agency Rankings by O'Dwyer's Public Relations News". Odwyerpr.com. Retrieved 2014-02-24.
  4. ^ "Agency News In Brief (October 8, 2012)". Holmesreport.com. Retrieved 2014-02-24.
  5. ^ "Top PR Firm Rankings { Public Relations Agency Rankings by O'Dwyer's Public Relations News". Odwyerpr.com. Retrieved 2014-03-10.
  6. ^ "Fashion Public Relations Firms and PR Agencies". Odwyerpr.com. 2013-04-10. Retrieved 2014-02-24.
  7. ^ "5W Public Relations Named #9 Travel PR Firm in the United States - NEW YORK, April 1, 2011 /PRNewswire/" (Press release). 5W Public Relations. Retrieved 2014-02-24.
  8. ^ http://article.wn.com/view/2014/01/17/Interacting_Technology_Ltd_Names_5WPR_PR_Agency_Of_Record/
  9. ^ a b "5W Public Relations Honored as 2013 PR Agency of the Year at The American Business Awards" (Press release). 5W Public Relations. June 18, 2013. Retrieved 20 June 2013.
  10. ^ "Platinum PR Awards 2013 – PR NewsPR News". Prnewsonline.com. 2013-10-15. Retrieved 2014-02-24.
  11. ^ "1800(R) Tequila Becomes First Spirits Brand to Sponsor the Los Angeles Lakers. - Free Online Library" (Press release). 5W Public Relations. 2009-08-13. Retrieved 2014-02-24.
  12. ^ Foley, Jaclyn Wilson Foley & Ray (2010). Skinny cocktails : the only guide you'll need to go out, have fun, and still fit into your skinny jeans. Naperville, Ill.: Sourcebooks. p. V.2. ISBN 1402242832.
  13. ^ a b "5W Public Relations: Agency Business Report 2012". PRWeek US. August 28, 2012. (subscription required)
  14. ^ Bruell, Alexandra (September 14, 2009). "El Al Airlines names 5W its AOR". PRWeek US.(subscription required)
  15. ^ "Roblox names 5W as agency partner". 2014-04-15.
  16. ^ a b "Holmes Report". Holmes Report. Retrieved 2014-02-24.
  17. ^ High Beam Business and Finance (2012-10-27). "5W Public Relations Named PR Firm of Record for Vinod Gupta". HighBeam.com. {{cite web}}: |author= has generic name (help)
  18. ^ "Jackie Robinson Foundation Selects 5W Public Relations". BulldogReporter.com. Retrieved 2011-02-11.
  19. ^ http://bulldogreporter.com/ME2/Audiences/dirmod.asp?sid=&nm=&type=Publishing&mod=Publications%3A%3AArticle&mid=8F3A7027421841978F18BE895F87F791&tier=4&id=54F6676CECCF4DCEA9D209B6654E1A8C&AudID=213D92F8BE0D4A1BB62EB3DF18FCCC68[dead link‍]
  20. ^ "5W Public Relations Hired For Western Kentucky University's "Instruments of American Excellence" Museum Collection Launch". WN.com. 2012-08-31.
  21. ^ "MedCAREERS GROUP, Inc. Engages 5W Public Relations to Represent MCGI" (Press release). International Business Times. April 26, 2010.
  22. ^ "Diddy". Business Insider.
  23. ^ Hauser, Christine; Grant, Jason; MacRopoulos, Angela; Mascia, Jennifer; Tangel, Andrew; Warren, Mathew R. (2008-08-08). "A Fan's Night Out, Hoping to Meet Lil' Kim, Then a Deadly Turn". The New York Times.
  24. ^ by Bloomberg Businessweek (2007-11-11). "The Bad Boy of Buzz and His PR Problem". Businessweek.com. Retrieved 2014-03-24. {{cite web}}: |author= has generic name (help)
  25. ^ "5W Public Relations Signs JoonBug Productions, Dr. Leslie". Bloomberg.
  26. ^ Brady, Diane (November 11, 2007). "The Bad Boy of Buzz and His PR Problem". Businessweek.
  27. ^ Fisher, Luchina (Oct 25, 2011). "No Takers for a Jessica Simpson Baby Pic?". ABC News.
  28. ^ "Rich Rinat says to world: I'm No.1 in Europe". Kyiv Post. 2008-01-09. Retrieved 2014-03-25.
  29. ^ "#148 Rinat Akhmetov". Forbes. 2010-03-10.
  30. ^ Douglas Quenqua (2004-11-15). "Iraqex lands $6m deal helping with US comms in Iraq". PRWeek US. Retrieved 2014-02-24.
  31. ^ Blum Leibowitz, Ruthie (August 5, 2009). "One on One: 'It's all about shaping a story'". The Jerusalem Post.
  32. ^ http://www.thejewishweek.com/news/new_york/confident_comeback
  33. ^ McKenna, Ted (December 14, 2006). "Israel branding effort aims to humanize nation's image". PRWeek US. (subscription required)
  34. ^ Brady, Diane (2007-11-11). "The Bad Boy of Buzz and His PR Problem". Businessweek. Retrieved 2014-02-24.
  35. ^ Harris, Ben. "Agriprocessors' PR Firm Accused of Impersonating Rabbi". Jewish Telegraphic Agency.
  36. ^ "PR firm faces scrutiny". Jewish Telegraphic Agency. 2008-07-10.
  37. ^ Brostoff, Marissa (July 24, 2008). "Public Relations Firm Criticized". Forward. Archived from the original on 8 September 2008. Retrieved 2008-09-09. {{cite news}}: Unknown parameter |deadurl= ignored (|url-status= suggested) (help)
  38. ^ "Corporate Communications, Investor Relations, & Public Relations Awards Category Stevie® Award Winners". Stevie Awards. American Business Awards. Retrieved 20 June 2013.
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