Atlas Allience Is Formed.

Trevelino/Keller Communications Group today announced the formation of a global network of boutique public relations firms under the brand, Atlas Alliance. The inaugural membership includes Trevelino/Keller, Lanza Group, The Wordshop and Active PR.

“It is clear to us that while U.S. representation is critical to the success of our clients, many U.S.-based companies are seeking agencies who can align breadth and depth of services with existing and new market needs, be it reaching a growing Hispanic/Latino community in the U.S. or launching a new market presence in Europe or the Middle East,” explains Dean Trevelino, principal of Trevelino/Keller.

The four boutique agencies make up the founding group based largely on previous agency relationships. Currently, Trevelino/Keller, The Wordshop and Active PR represent SITA, whose focus is on delivering profitability to the travel and transport industry through IT, communication and integration services. Additionally, Trevelino/Keller has begun to leverage the Hispanic/Latino expertise of the Lanza Group for its clients, Verizon Wireless and BioPay, both working to align more closely with the needs of those increasingly pervasive markets.

“Every region of the world addresses public relations from a distinct perspective. From our global agency experience, we know it is critical to have agencies which have a relationship with the marketplace,” explains Genna Keller, principal, Trevelino/Keller. In our initial partners, we have those relationships in what we believe are critical regions for our clients. As their needs grow, we hope to add likeminded boutique agencies that fit the DNA of our agency and our clients.”