BerlinRosen, p.r. firm with many specialties (including real estate) is booming, now has private equity investment. (Agents of the city?)

BerlinRosen, big p.r. firm in New York repping Atlantic Yards/Pacific Park, as well as numerous other clients and campaigns (and projects like 840 Atlantic Ave.), has 500-plus clients, 250-plus staffers, and three offices. 

And, unscathed by brushes with scandal connected to its sorta-lobbying role with Mayor Bill de Blasio, it's going gangbusters. 

In November, PR Week named it the country's top agency. From BerlinRosen:

With a team of 250+ strategists, the firm has significantly grown over the past years and now represents over 500 clients including Samsung, Color Of Change, Brookfield, SEIU, GLAAD, Mozilla, Singapore Airlines, UNICEF USA, Audible, Cornell Tech, Northwell Health and the Me Too Movement. 

...In a brief summary of the firm’s accomplishments over the past year, PRNews Platinum PR Awards shares: “During the pandemic, BerlinRosen and industry peers formed NY Forever to mobilize New Yorkers in charitable activities. This year, the firm also launched its Equity Team to help continue to shape DEI policy. Additional highlights from the year include helping Black Lives Matter co-founder Alicia Garza partner with celebrities to fight racism; coordinating the rollout of a $600M settlement in the Flint water crisis class action litigation; holding McDonald’s accountable for sexual harassment; launching the #MentalHealthActionDay with MTV; launching Audible’s initiative, Newark Working Kitchens; announcing Ford Foundation’s $1 billion bond to support nonprofits impacted by COVID-19; and helping Newlab gain attention for its efforts to build a ventilator substitute.

Political presence

Yes, BerlinRosen plays a role in city elections, in the last cycle working--at least once--for nine Council candidates, two Borough President candidates, and, crucially, for Brad Lander's successful run for Comptroller.

Of the $3.8 million spent with the firm, nearly all, $3.76 million, was spent by Lander's campaign, significantly on TV advertising and digital ads. (Presumably, that wasn't all revenue for the firm, but went to ad placement.)

Remember, much of the money spent with firms like BerlinRosen comes from taxpayers, thanks to the city's generous 8-1 matching funds plan. (Comptroller candidates could get $4 million.)

That's good for democracy, everyone says, but it's also clearly good for p.r. firms and consultants, especially since they can flood the zone, with few journalists keeping watch.

New investment

From PR Week, 1/21/22, BerlinRosen secures investment from private equity firm O2 Investment Partners:

This is the first anchor investment in the communications and advertising marketplace for the Midwest-based private equity firm.

The firm called the investment "significant," but declined to provide other financial details. BerlinRosen is set to operate independently under its current leadership team.

The implication: there's big money to be made, as the firm expands. Indeed, they have lots of openings. From the article:

From BerlinRosen

"We are taking an expansive approach led by what clients need to effectively understand, reach and move their audience to take action - from deeper investments in data and analytics to brand strategy, expanded creative studio and more," said Jonathan Rosen, BerlinRosen principal and cofounder, in a statement.

..."In a world where everything is regulatory, we will seek to continue to invest in public affairs services in Washington and state capitals across the country," Rosen said.

In Fall 2021, Mozilla Corporation selected BerlinRosen as its U.S. agency of record, impressed with the agency's experience with tech and track record of social justice.

Note that one significant business line, as shown in the screenshot above, is real estate, whcih I suspect pays better than labor (but who knows).

About real estate

From their real estate page:

Redefining today’s cities

Our real estate clients come to us with their most pressing challenges. Whether it’s community support or government approval, influence or elevation, sell-out or lease-up, we help them get to the finish line.

Then, a bunch of examples, under several categories, touting major projects like Hudson Yards, One Vanderbilt, and the Domino project. (Nothing about Atlantic Yards, though, but let's not forget the "Agents of the City" document dump.)

REAL ESTATE PR & COMMUNICATIONS
Our work

From a profile cover story, to an industry panel slot or a beautifully designed ad campaign, we achieve the desired results for our clients.

PUBLIC AFFAIRS

Turning projects into reality

From navigating public entitlement to managing difficult community conversations, we have the political expertise to move projects forward. 

PR/MARKETING FOR LEASING AND SALES 

Facilitating deals

When it comes time to sell or lease a space – residential or commercial – we create and employ impactful storytelling and content across earned, social and paid media.

SOCIAL MEDIA CURATION

Connecting with audiences

Our in-house photography, film and design capabilities bring our clients’ brand assets to life through social media and influencer partnerships.

PRECISION ADVERTISING

Reaching buyers and tenants

Our in-house data modeling optimizes marketing decisions for our clients’ properties. From hyper-targeted digital advertising to smart print and out-of-home placements, we ensure your ideal buyer or tenant stays engaged in precise and cost-efficient ways. 

On Twitter

This major investment will fuel our growth across key priorities:
☑️Grow strategically and sustainably
☑️Invest in and expand all current business lines
☑️Expand into new business lines
☑️Make BR the best place to work in the industry

(2/3)

— BerlinRosen (@BerlinRosen) January 21, 2022

With 270+ strategists💪, 500+ clients🚀, and 50+ awards🏆 (including PRNews’ Top Large PR Agency), we are in the strongest position we've ever been in.

We’re thrilled to start this next chapter. (3/3)

— BerlinRosen (@BerlinRosen) January 21, 2022