SOURCE: Middleberg Communications

Middleberg Communications

February 07, 2013 08:30 ET

Middleberg Communications and Laundry Service Combine Operations Under Holding Company

Move Reflects Growing Significance of Converged Media

NEW YORK, NY--(Marketwire - Feb 7, 2013) -    Reflecting the emerging importance of converged media in communications, Middleberg Communications, a public relations agency and Laundry Service, a social media agency, have formally combined operations under a holding company called 247 Group, effective immediately. The two firms have operated in tandem in the same offices for the past year, sharing clients and joining forces on business development initiatives.

While both Middleberg Communications and Laundry Service will continue to maintain and market their respective brands, all operations will now be conducted under a single holding company format. All 24 employees will be employees of 247 Group, led by Don Middleberg, CEO of Middleberg Communications and Laundry Service, and Jason Stein, founder of Laundry Service and President of the firms.

In commenting on the transaction, Middleberg stated, "This move simply formalizes the way we have been operating for the past year. Both Jason Stein and I firmly believe that clients are best served by a single firm that understands the new converged communications paradigm with regard to owned, earned and paid media. No longer do different communications disciplines operate in isolation. Rather, all must converge to support and reinforce each other in order to provide tangible, measureable returns for clients. Virtually all our new business presentations involve employees of both firms and combine elements of public relations, social media, content creation, branding and paid media, particularly in the form of native advertising."

Stein noted, "Communications now requires completely different skill sets. The power of data-driven social programs supported by great earned media is measurable and undisputed. The idea is not to rely too heavily on any one aspect of a communications program, but to prepare and execute a fully integrated program, measure results, refine and reengage."

About 247 Group
Middleberg Communications and Laundry Service have joined forces to provide leading-edge converged media services encompassing earned, owned and paid media. Practice areas include media relations, social media, video creation and production, native advertising and event management. Hallmarks of the firm are smart, creative, strategic thinking and unbridled enthusiasm for clients' business goals, all supported by good, old-fashioned hard work.

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