Digital Brand Architects is a boutique agency that focuses on servicing digital communications and marketing with talent management to their clients. The agency was founded 5 years ago by Kendra Bracken-Ferguson, Raina Penchansky, and Karen Robinovitz. They currently have 18 employees in their LA office and 5 in their New York Office with about 180 clients total. They also have two branches of their company in Hong Kong and in Milan with a few representatives there.
They are a full service social media agency that combines everything in marketing, branding, public relations, and content creation. Most of their clients fall into the fashion and lifestyle industries, mainly focusing on bloggers. Their client list includes Julia Engel of Gal Meets Glam, Tanesha Awasthi of Girl With Curves, and Rachel Parcell of Pink Peonies, Hilary and Hayley Duff, Whitney Port, and many other online bloggers.
As a business model, DBA prides themselves in staying true to the personalities of their clients and using digital strategies to involve their clients with brands to create brand building, advertising, and marketing for both their client and their product. A lot of what they do is brokering and negotiating deals between these clients and these brands. They work almost as a lawyer in a sense when they are negotiating and finalizing deals and setting up contracts with their clients.
The way they work is also a little different than most PR firms because instead of charging just a retainer fee, they solely just charge 15% commission fee, which is higher than most other firm’s that work off of commission. The reasoning behind this is that DBA feels they encompass all the aspects of PR for their client including PR, social media, advertising, publicity, managing, etc. So, instead of a client having multiple companies do these things for them, they can have just one company do it all. DBA can supply services that it would take three different other companies to supply, and that’s what makes them different from their competitors.
Entertainment PR 