In 2012, I founded ARPR at the kitchen table in my one-bedroom apartment. Like so many founders, I was in my 20’s and had bottomless visions and ideals. Somehow I didn’t let what I lacked in experience or working capital get in the way of dream chasing.
2012 – 2015: In pursuit of pioneering new concepts
In those early years, our scrappy team (several of whom are still on the team today) was fueled by an entrepreneurial spirit and a determination to question conventional wisdom long held by agencies.
We knew that single-function shops, like traditional PR firms, weren’t fluent enough in other marketing disciplines to measurably impact the bottom line or provide cost effective value. On the flip side, full service agencies were structured in workflow silos, rendering them unable to integrate their own services, much less with clients’ marketing teams.
We were determined to rewrite the script and help modernize our industry. Ten years later, I can say that this tenacious and curious ethos is still permanently rooted our culture.
2016 – 2021: Scaling to serve
But, a lot has changed since 2012. For example, in 2016 we became the first tech PR agency to integrate demand generation into our core capabilties. And by 2020, utilization of our digital services had grown by 50%.
Our revenue and team size increased over 30% YoY. We expanded offices. And while our firm scooped up awards like Fastest Growing Agency and Agency of the Year, so did our colleagues. Today, they hold titles like Measurement Expert of the Year, PR Innovator of the Year and Account Leader of the Year.
For the B2B tech clients that used our holistics services, we became known for our creative obsession and technical sophistication. But, admittedly, our branding didn’t evolve as fast as our team caliber and client service innovation.
2022: A new chapter
Coming out of Covid, we (like every organization) had to step back and reevaluate. There’s no denying that the world’s marketplace has evolved and digital transformation has become ubiquitous for every industry and market size. As a result, the need for modern integrated marketing agencies has never been greater.
We were up for the challenge. But, in order to meet this need, we needed investment, restructing and a renewed vision.
At the start of 2022, my long-time mentor and business advisor Raj Choudhury acquired ARPR, becoming CEO. He brings 25 years of digital marketing and executive-level agency experience to our organization. In eight short months, his impact and energy are already felt in every corner of our organization.
From day one of this new partnership, we knew we needed to rebrand ARPR to better reflect who we are today, and more importantly – ecompass where we’re heading.
So, coinciding with our 10th anniversary this summer, we are excited to reveal a new brand identity and evolved positioning as part of our mission to redefine marketing integration for the world’s leading technology brands.
Today’s brand launch is the culmination of six months of hard work, and I first want to thank Alloy’s entire leadership team, our Sr. Marketing and Business Development Manager Taylor Spung, our Sr. Business Operations Manager Erika Van, our creative partner Shannel Wheeler of SW Graphic Design, and our web partner Punch for their shared commitment and passion in making this possible.
The creative process we embarked upon in February enabled us to explore ourselves more fully and ultimately, verbalize our identity with greater clarity.
As you peruse our new website, alloycrew.com, there are a few elements you’ll see and feel:
- Just like an alloy is created by combining two or more substances to make a stronger material, our Alloy Methodology creates a foundation that draws buyers in, molds their preferences, and solidifies their decisions – ultimately growing our clients’ market share.
- While we previously focused on our core capabilities, we are now going to market with our holistic marketing solutions that address the complex challenges today’s global tech brands are facing.
- We love that the word “all” is in Alloy. The nerds, rebels and creatives that comprise our Uncommon Crew are woven throughout this site, especially on our Careers pages.
To everyone who has been a part of our first 10 years – thank you for your continued support and partnership. And to those of you who are joining our new chapter – get ready to stand out from the crowd.
Follow us @alloycrew on Twitter & Instagram, as well as on LinkedIn and Facebook.