Jennifer Baum
Jennifer Baum

ICR has acquired Bullfrog + Baum, the 23-year-old PR shop focused on the hospitality, lifestyle, travel and consumer marketing sectors.

B+B represents clients such as Singapore Tourism Board, Mandarin Oriental Hotel Group, Black Tap Craft Burgers & Beer and chefs Bobby Flay and Laurent Tourondel.

The deal expands financial-oriented ICR’s consumer offerings in the health & wellness, restaurant and retail sectors.

ICR plans to merge B+B with its consumer business and create a new branded group with about 60 staffers.

Jennifer Baum, founder/CEO of B+B, and Seth Grugle, ICR partner and head of its lifestyle business, will head the new operation.

Tom Ryan, CEO of ICR, said the addition of B+B allows his firm to establish a new and distinct brand with significant scale, expertise and strong leadership so it can focus on its core corporate business.

ICR ranks No. 6 on O’Dwyer’s rankings of independent firms with 2022 fee income of $160.9M.