What do 25 years of experience and 11 months of entrepreneurial zeal add up to? A new breed of agency

I’m beyond proud to announce that Peppercomm is marking the beginning of our 25th year in business. That’s no mean feat in any field, much less the roller coaster world of public relations. 

Rather than focus on those brutally difficult first few months in the Fall of 1995, I thought I’d instead salute three brave souls who had the gumption to retain an unknown start-up and entrust their blue-chip business with us (thereby providing the credibility so desperately important to any start-up).

So, here’s a special 25th anniversary shout out to:

  • Gary Sullivan, who at the time was chief communications office of Alexander & Alexander, a global business insurance company. Gary retained us to execute a national thought leadership campaign whose goal was to elevate the role of the risk manager within the C-Suite. The program was enormously successful and Gary took us with him when Aon acquired A&A and, later, when he joined SwissRe.
  • Valerie Di Maria, current owner of The 10 Company but, at the time, CCO of GE Capital. Valerie was looking for a creative way to re-position GE Financial (an amalgam of insurance companies the conglomerate had bought over the years) and position GEFA as THE go-to source for personal finance needs. Cutting to the chase, she invited us to compete against two global agencies for the business. We labored day-and-night to devise a breakthrough campaign that would create the GE Center for Financial Learning, a first-of-its-kind online learning center that appealed to all age groups and demographics. We won the business and maintained the relationship for over a decade.
  • Ben Case, dean of external affairs at Duke University’s Fuqua School of Business. I’d been fortunate to convince the Fuqua account to follow me as I jumped from one agency to another in the late 1980s and early ‘90s but I knew I’d have my hands full trying to convince Ben to assign the Top 10 B-School’s business to a start-up. We met at the Yale Club and agreed that Peppercomm would work pro bono for one month. If we proved we could still generate A-Level results, we’d continue as his AOR. If not, well you can guess what the outcome would have been. Needless to say we nailed it and eventually went on to win a Silver Anvil for the launch of Duke’s global MBA program.

Those three, blue-chip accounts transformed Peppercomm into a force to be reckoned with. And, I’m pleased to say that Gary, Valerie, Ben and I still stay in touch and are good friends.

Some 23 years later, Peppercomm underwent a seismic metamorphosis and was reborn as an entirely new breed of firm 11 months ago (Note: The firm is named in honor of my late black lab, Pepper. Hence the use of breed as a double entendre).

Today, I believe we own a positioning NO other firm in our field can match:

  • 25 years of deep category expertise
  • 11 months of an entrepreneurial drive and zeal that meets, if not exceeds, the energy and enthusiasm I experienced when I first launched my firm a quarter century ago.

And boy, oh boy, have we ever been on a roll. In just the past 90 days, we’ve begun work with the likes of trivago and Pirelli, extended our scope with BMW and engaged with two other major retailers while maintaining all of our existing blue chip clients (and being invited to pitch several other sizeable pieces of business).

I’d like to think the market is recognizing the uniqueness of the ‘new” Peppercomm. It sets us apart from every other firm and provides the two things that are front of mind for every client and prospect I’ve ever met: decades of expertise and the entrepreneurial passion that only a start-up can bring to the plate.

Today, I know that we are not only poised for limitless success, but are a far wiser and hungrier agency than the one that first entered the business world a quarter century ago.

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4 thoughts on “What do 25 years of experience and 11 months of entrepreneurial zeal add up to? A new breed of agency

  1. As I’ve experienced, people can have Chapter Twos. So can agencies! Mazel Tov on achieving this milestone, and even more so, for the rebirth. Does that mean you’ll be holding a bris? (I’ll attend if there’s ruggelach provided). Seriously, your entrepreneurial zeal is palpable, and I’m so excited to see you achieve even greater success!

  2. Congratulations on 25 years, Steve! I didn’t realize you were 50 when you started the company. In any case, I will always be proud to have been part of the journey, and continue to see you as a friend and mentor (kind of like the Yoda of PR). Looking forward seeing what happens in the next 25. Best, Robert

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