By Greg Hazley
Financial services company Raymond James has hired Dukas PR as agency of record, following an RFP process.
The St. Petersburg, Fla.-based investment bank and asset manager claims assets of $235B. It did not previously work with an AOR.
The account is believed to be in the six-figure range.
Richard Dukas, president of the New York-based financial PR firm, told O’Dwyer’s that his team is focused on key placements in financial and business media guiding corporate and institutional PR for the company. Media training and PR counsel are also part of its mandate.
“PR, day to day, is about marketing; it’s about branding,” he said. “The most effective form of branding, in my opinion, is media and the third-party endorsement you get from the national media. Short of word-of-mouth referral, there’s really nothing stronger.”
Dukas said RJ, which was looking for a New York firm in the search, becomes his firm’s largest client in revenue and size of the company itself, as it employs more than 5,300 financial advisors across 2,300 locations in the U.S., Canada and overseas.
He noted Dukas PR represented boutique investment bank Lane Berry, which was acquired by RF last year. That helped the firm get invited into the competitive pitch process.
RJ holds the naming rights to the stadium home of the NFL’s Tampa Bay Buccaneers and recently sponsored the Major League Baseball Playoffs.
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