The Knot Group has opened a New York City office as it aims to expand its public relations and event management services to the U.S. and Latin American markets.
“We were really looking to grow with our clients and this was a natural progression for us,” says Hilary Bonebakker, one of three partners at the Toronto-based firm. She notes that some international clients are moving into the Canadian market and some Canadian clients are expanding in the U.S.
The Knot Group has set up shop in Manhattan’s East Village and will focus on PR and event management and on arts and culture, Bonebakker says.
Kara Hughett and Erika Mercado, who have a combined more than 20 years experience in the U.S. and Mexico, have been hired as PR director and events director, respectively. Bonebakker worked with Mercado in New York on a number of events.
The U.S. expansion comes on the heels of a rebrand in February when the company changed its name from Knot PR to The Knot Group to reflect its new event management division, which Bonebakker was brought in to helm. Bonebakker has held event management positions at New York-based marketing agency Mirrorball and the Guggenheim Museum.
Since the rebrand, The Knot Group has planned and executed large scale events for lifestyle and corporate clients such as Birks, Town Shoes, Toronto Life, Generation Capital and Burgundy Asset Management.
On the PR side, the agency recently signed on Birks and Purdys Chocolatier as national clients.
The Knot Group now has nine employees in Toronto.
