Purple Strategies
| Company type | Private |
|---|---|
| Industry | Communications, Public relations, Public affairs, Reputation management |
| Founded | 2008 |
| Founder | Alex Castellanos, Steve McMahon |
| Headquarters | Alexandria, Virginia , United States |
Area served | United States |
Key people | Alex Castellanos, Bruce Haynes, Robin Roberts, Steve McMahon, John Donovan, Mark Squier |
| Products | Strategic communications, public affairs, advocacy, public opinion analysis, advertising, media relations, digital media solutions |
| Website | www |
Purple Strategies is a U.S.-based communications agency located in Alexandria, Virginia, established in 2008. Its name signifies a bipartisan philosophy, combining experts from both "red" and "blue" political spheres. The firm also manages Citizen2, a subsidiary that specializes in reputation management.
Company overview
Purple Strategies provides a range of services including strategic communications, public affairs, advocacy on key issues, public opinion analysis, advertising, media relations, and digital media solutions tailored for corporations, trade groups, and nonprofit organizations. Its clientele features notable names such as BP, United Airlines, NASCAR, the United States Chamber of Commerce, and the Pharmaceutical Research and Manufacturers of America (PhRMA).
The leading partners consist of Republican consultants Alex Castellanos, Bruce Haynes, and Robin Roberts, alongside Democratic consultants Steve McMahon, John Donovan, and Mark Squier. The company’s main office is situated in Alexandria, Virginia, with additional branches located in Chicago, Houston, and Harrisburg, Pennsylvania.
Subsidiaries
Citizen2 is a media-focused subsidiary owned by Purple Strategies with offices in Chicago and Washington, D.C., concentrating on brand and reputation management. In 2012, Citizen2 collaborated with Golin Harris International to launch the "National Hiring Day" campaign for McDonald's, successfully recruiting 50,000 employees through print advertising, radio spots, and social media outreach. The following year, Coca-Cola engaged Citizen2 to produce a television advertisement addressing obesity issues that was broadcast across the United States and Europe.
Purple Advocacy is another division under Purple Strategies that specializes in lobbying and government relations.
History
Founded in 2008 by Republican strategist Alex Castellanos and Democrat Steve McMahon, Purple Strategies was created by merging Castellanos's National Media Public Affairs with McMahon's Issue & Image. Bruce Haynes took on the role of managing partner and explained that the merger resulted from frequent client pitches encountered by both firms and the strategic choice to unify "red" and "blue" consultancies into a single "purple" entity.
Early clients and projects
The firm's initial significant engagement was with the United States Chamber of Commerce, collaborating alongside communication agency Powell Tate on the 2009 "Campaign for Free Enterprise." This initiative marked the Chamber’s largest campaign at that time and utilized advertising, digital platforms, and grassroots organizing to advocate for free enterprise across the nation.
In response to the 2010 Deepwater Horizon oil spill, Purple Strategies was contracted by BP to design a comprehensive advertising campaign spanning online platforms, television commercials, print ads, and radio spots. The objective was to emphasize BP’s cleanup efforts in the Gulf of Mexico while aiming to rebuild public confidence during a challenging period for the company.
Also in 2010, cable provider Time Warner Cable enlisted Purple Strategies to tackle customer concerns over a rate hike proposed by News Corporation, which owns the Fox Network. Purple Strategies created an interactive campaign titled "Roll Over or Get Tough," which attracted more than 800,000 responses from customers and received widespread media coverage for its novel approach to consumer engagement amid corporate negotiations.
Growth and key initiatives
In 2011, Purple Strategies introduced Purple Advocacy, a division dedicated to government affairs encompassing lobbying and advocacy efforts. The next year, the firm broadened its reach by bringing on Chris Mather, who previously served as communications director for Chicago Mayor Rahm Emanuel, and launched an office in Chicago. This strategic move enabled Purple Strategies to secure Northwestern University as a client in 2012, providing public relations support for a disputed construction endeavor.
Throughout the 2012 election season, Purple Insights, the firm's research arm, carried out polling in pivotal swing states. Following the election, Fordham University ranked the company 5th among 28 organizations for polling accuracy. Also in 2012, Purple Strategies extended its presence into Pennsylvania by recruiting former state representative Dante Santoni and establishing an office in Harrisburg.
In 2013, Purple Strategies expanded its research capabilities by acquiring Momentum Analysis, a polling firm recognized for its studies on "Walmart moms." Margie Omero, the founder of Momentum Analysis, joined Purple Insights as managing director, strengthening the firm's analytical expertise and market position.
External links
- Articles with short description
- Pages using infobox company with unknown parameters
- Companies based in Alexandria, Virginia
- Public relations companies of the United States
- Advocacy groups in the United States
- Communications consultants
- Public opinion research companies in the United States
- Research and analysis firms of the United States
- American companies established in 2008
- 2008 establishments in Virginia
- Reputation management companies
- 5
- Companies of the United States by year of establishment