funds Middleberg Euro breakaway start-up agency, LandersMadden
a new VC fund/incubator hybrid that invests in technology driven
financial services enterprises, has taken an equity position in
a new PR firm launched by two senior execs breaking away from Middleberg
previously director of Middleberg's New York-based b-to-b practice,
and Machie Madden, who served as associate director for the same
group, have teamed up to form LandersMadden, a full-service PR firm
specializing in b-to-b tech and financial services companies.
While an increasing
number of VC firms and incubators have either hired PR firms for
themselves or inked deals with agencies to provide PR services for
portfolio companies, this is one of the first times a VC firm has
actually helped fund a fledgling agency outright.
started thinking about our own PR needs, we decided we needed access
to top-level PR expertise in the areas of financial services and
technology - not just for ourselves but for the portfolio companies,"
explained Doug Woodham, a managing partner at eFinanceworks.
the venture as strategic relationship: "We have access to eFinanceworks'
resources and they have access to us," she explained, nothing
that one of the firm's managing directors will sit on her agency's
Madden plan to expand the firm to include clients outside the eFinanceworks
portfolio, which currently includes such companies as Bankpass.com,
CashEdge, Business Logic and NeuVis.
While with Middleberg,
Landers and Madden helped found the b-to-b group and worked on such
high-profile accounts as American Express Blue Card, AIG and PricewaterhouseCoopers.
at Middleberg have not yet been named.
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