Kevin Groh has just made a leap from client side to agency side.
After eight years with Walmart Canada—most recently as its director of special projects and previously its director of corporate affairs—Groh has been appointed vice-president of Optimum Public Relations. He will be based in the agency’s Toronto office.
Before Walmart, Groh was with PR agency Environics Communications for three-and-a-half years. He was also previously part of PricewaterhouseCoopers’ national media relations team and also worked in stakeholder communications at a Canadian mutual fund company.
Having spent so much of his career client side, Groh said he understands the challenge of translating communications challenges into concepts that are palatable for business leaders.
Nick Cowling, who himself held the vice-president role at Optimum until he was promoted to general manager last summer, is confident Groh will be able to keep clients happy, given his background.
“Coming from the client side and also having past agency experience is the perfect combination [for this role],” said Cowling. “That’s invaluable in being able to put yourself in the shoes of a client.”
Cowling added that Optimum prides itself on tying its campaigns and strategies to clients’ business objectives. “Being able to pretty quickly assess what their business goals are and how communications can support those is another skill set that [Groh is] bringing to the team and our clients.”
Newer clients for the agency include Travelocity.ca and battery recycler Raw Materials Company. Other clients include Hydro One, Solar Power Network, Metro Grocery, Future Shop and Ikea.
Groh said he was impressed by the variety in Optimum’s portfolio. “The breadth of the mandate was attractive to me, but it’s also a great sign of a healthy agency.”
It has been a successful few years for Optimum; the company reports it has had more than 450% growth in the last three-and-a-half years.
As part of his job “keeping a fast ball rolling,” Groh pointed back to his experience at Walmart, which stretched from local to national to global scope. During his time with the retailer, he focused on everything from reputation management and brand support to corporate communications. “If you look at my most recent history, it’s very applicable in an agency environment.”
Owned by Vision7 International, Optimum Public Relations has offices in Vancouver, Montreal, Quebec City and Halifax.
