Knot PR has changed its name to The Knot Group to reflect its new event planning and management division.
Agency partners Amy Burstyn-Fritz and Tatiana Read have brought on board a new partner, Hilary Bonebakker, to helm the new division. Bonebakker was most recently manger of corporate partnerships at Right to Play. She has also held event management positions at New York-based Mirrorball and Guggenheim Museum.
Since launching five years ago, Knot PR has handled events communications for clients such as Canadian Opera Company, Toronto Life and Canadian Art Foundation. But the agency saw an opportunity to get into the event production side of things.
“More and more of our clients wanted us to do both the production side as well as the communications side,” said Burstyn-Fritz. “It’s something we wanted to be able to do from a top level, [giving clients] the premium service that we’ve delivered from our communications side thus far.”
The Knot Group’s events services include everything from décor and concept design to brand activations and experiential marketing.
“Connecting the production side with the communications side allows us to better tailor the brand experience, make the whole experience really cohesive, and control the messaging and how it rolls out from start to finish,” said Burstyn-Fritz.
As for the name change, Burstyn-Fritz said having “PR” in the name was somewhat limiting. “We’re not just PR,” she said. “We’ve built up a strong brand in the last five years, so we see it more as an evolution of our brand that signifies where we’ve come and where we see the agency going.”
