A Jump Across The Pond
This post comes from Antonia Harrison, an Account Manager at our sister agency Eulogy! London. Antonia spent a week with DGC as part of our “Rising Star” exchange program. This post was originally shared on E!’s blog.
From the age of four months, travelling and living abroad has been an integral part of my life; when I was selected to take part in Eulogy!’s first exchange programme with our strategic partner, DiGennaro Communications (DGC), I was absolutely thrilled.
After experiencing a brief stint working as a journalist in Ulaanbaatar, Mongolia, I have always found it immensely interesting to see how the various elements of culture and environment help determine how industries function in different parts of the world. I was particularly looking forward to finding out how the DGC team works and, most importantly, how they tackle and interact with the American media.
Located in the Flatiron District in New York, DGC is positioned right in the heart of Manhattan and is swathed in a noisy, fast-paced and buzzing vibe – just like London! From the first moment I walked into DGC’s office, I felt a bit like Alice taking her first steps through the looking glass. Eulogy! prides itself on being London’s best agency to work for and DGC mirrors this enormously friendly and welcoming atmosphere to a tee. Within a couple of minutes, I was made to feel like one of the team and even handed my very own plaque to hang alongside the rest of the staff plaques on the office wall.
Aside from a handful of obvious cultural differences, such as a Starbucks obsession, a distinct lack of tea and amazing lunch breaks spent in fancy dress shops, it gradually became clear that the American team faces a whole host of challenging hurdles, which the UK industry arguably takes for granted. The significant lack of national USA papers compared to the UK’s royal flush for example, means that fighting for those much sought after national print slots becomes much, much harder. When you then take into account the size of America and the sheer number of competing PR agencies, you begin to realise just how tricky it is to make your voice the loudest and the complexity of the steps involved in ultimately securing those exceptional pieces of coverage for your client.
Despite these obstacles, the DGC team is flying high and by my second day I was already witnessing a stream of brilliant daily coverage pouring in from Bloomberg’s renowned Businessweek magazine, The New York Times and the Holy Grail of news – The Wall Street Journal.
Alongside taking part in reviews, pitch meetings and social media discussions, it was my time spent pitching ideas to a
client on how to make eating traditional American grub even more attractive to tourists, which I can truly say was the pinnacle of my all-American experience. Apparently the state has not one, not two, but four specialist barbecue sauces all designed to make your chicken wings, sticky ribs and pork chops even more tantalising! And this led to some very interesting and at times lively discussions.
Being part of a team that is more like a family than an office, cheering as DGC won yet more new business and watching as the coverage rolled in, was a unique experience and one I will never forget. Thank you once again to the whole team at DGC for these unforgettable memories.Although operationally DGC works slightly differently to Eulogy!, the same goal is still sought after and achieved – to be the best at communicating profitable messages for our clients and above all ensuring that our clients are highly visible in what are often crowded marketplaces.