{"id":3196,"date":"2026-07-11T10:38:38","date_gmt":"2026-07-11T10:38:38","guid":{"rendered":"https:\/\/crosscountrymovingteams.com\/?p=3196"},"modified":"2026-07-11T10:38:38","modified_gmt":"2026-07-11T10:38:38","slug":"a-12-person-pr-firm-represents-de-niro-pacino-and-billion-dollar-clients-its-founder-says-the-secret-is-staying-small","status":"publish","type":"post","link":"https:\/\/crosscountrymovingteams.com\/?p=3196","title":{"rendered":"A 12-person PR firm represents De Niro, Pacino, and billion-dollar clients. Its founder says the secret is staying small"},"content":{"rendered":"
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The CEO of RMG, a boutique media strategy shop, has grown revenue more than fivefold over the past five years while keeping his staff at a lean 12.\u00a0<\/p>\n

Read more The 3 Best IgG Food Panel Tests of 2026: Reviewed by Experts<\/a><\/p>\n

Yet, RMG\u2019s roster reads like a Hollywood call sheet\u2014Robert De Niro, Al Pacino, Danny DeVito, Helen Mirren, Morgan Freeman, Patricia Clarkson, and ESPN\u2019s Rich Eisen among them. Meanwhile, they have corporate clients such as The Hershey Company, Authentic Brands Group,\u00a0Crash Champions, and\u00a0Starkey,\u00a0each of which generates $1 billion or more in annual revenue.<\/p>\n

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Rosenfield said the size is the strategy, not a limitation of it.<\/p>\n

\u201cWe run towards the fact that we are small by choice,\u201d he told Fortune<\/em> in an interview. \u201cWe\u2019re here to dispel the funny myth that bigger is better, and that size does not matter. Size is something that makes you feel better at night.\u201d<\/p>\n

The secret to RMG\u2019s success is counterintuitive. The default answer to any prospective client is no, Rosenfield said.<\/p>\n

\u201cThe answer to everything is no. No, no. Will you represent this client? No. Will you do this story? No,\u201d Rosenfield said.\u00a0<\/p>\n

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His reasoning is that by starting from a point of no, you can better identify red flags or mismatches early on.<\/p>\n

\u201cIt\u2019s almost like you pull a lever,\u201d he said. \u201cAnd within that lever, all the stop signs appear.\u201d\u00a0<\/p>\n

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\u201cYou\u2019re able to identify how people communicate from the jump, what their timing is in communication, if they\u2019re edgy, if they\u2019re cool,\u201d he said. \u201cDo they have a story? Is it a story you want? Maybe they have an incredible story, but they do no revenue.\u201d<\/p>\n

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It\u2019s defensible logic, considering RMG works on retainer. So, a client the firm can\u2019t actually serve just ends up becoming a liability the moment they receive the deposit.<\/p>\n

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\u201cRight about the time that deposit hits is about the time you realize you kind of effed up, because nobody really wants to cover them, and that can be really dangerous,\u201d he said. So, starting from no, Rosenfield said, forces the firm to identify every reason a client relationship might fail before it ever happens.<\/p>\n

Plus, roughly 95% of RMG\u2019s work now comes through referral, RMG President Amanda Brocato told Fortune<\/em>. So often, the firm doesn\u2019t have to actively hunt for new clients as inbound requests come to them.<\/p>\n

RMG was launched in 2020, and Rosenfield brought his own book of business and invited former colleagues to join. His first hire was Brocato, whom he\u2019d known for nearly 20 years, dating back to their days working under publicist Howard Bragman in Los Angeles.<\/p>\n

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The firm has since expanded well beyond traditional talent representation into corporate communications and live events. Rosenfield and Brocato serve as co-heads of corporate communications. He oversees the sports division, while she runs live events, and additional divisions handle literary representation and social-impact work.<\/p>\n

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The live events business has become one of RMG\u2019s fastest-growing lines. The firm produced 36 events in 2025, Brocato said, from Sports Illustrated\u2019s hospitality activations at Formula One races to a Hershey candy launch with Shaquille O\u2019Neal that included a 500-pound gummy sculpted in his face in Times Square.\u00a0<\/p>\n

The Hershey campaign shows the scale of the corporate work. Brocato said her team was handed a $1.5 million budget across a series of launches for the candy brand Shaq-A-Licious, and RMG ideated the programming, managed the budget, hired the producers, and built the media plan\u2014from the Times Square pop-up to a custom truck that toured New York City basketball courts.<\/p>\n

Last month, the firm was also in Nashville for an event where Taylor Swift turned up as a surprise guest.<\/p>\n

Brocato sees live events as one corner of the industry insulated from AI\u2019s disruption.<\/p>\n

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\u201cPeople are just anxious for a touch point of community\u2014feeling like they\u2019re a part of something that isn\u2019t isolating,\u201d she said. \u201cI think specifically in live events and sports that\u2019s one area of opportunity from a business perspective\u2014whether you\u2019re a producer or on the PR side\u2014we\u2019re going to see continued growth.\u201d<\/p>\n

Betting on AI before the \u2018iceberg\u2019<\/h2>\n

Although RMG is deliberately small, the firm hasn\u2019t shied away from introducing AI into its business practices. In fact, Rosenfield said one of the biggest mistakes a PR firm can make right now is treating AI as a simple efficiency tool for churning out press releases.<\/p>\n

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\u201cAll the AI platforms need to be seen as your assistant and your right hand,\u201d he said, describing how the firm uses the technology to build event renderings for clients and run competitive analysis. Rosenfield said failure to adopt AI is like an iceberg he estimates is roughly 18 months away.<\/p>\n

\u201cYou have the decision whether you want to get around that iceberg today and learn the future, or you want to get it last minute and plow right into the iceberg,\u201d he said.<\/p>\n

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RMG is on pace to grow revenue by another 14% in 2026, Rosenfield said, and he has received interest from other firms in mergers and acquisitions because they\u2019re profitable and don\u2019t hold back on resources. He said they\u2019re also \u201cnot understaffed, and we\u2019re not undersourced.\u201d To be sure, he\u2019s \u201cnot really interested\u201d in making moves yet because \u201cI like working.\u201d<\/p>\n

\u201cI think this can be built to be easily five to 10x to what it already is,\u201d he said. \u201cAnd it\u2019s already more than 5x to what it was just five and a half years ago.\u201d<\/p>\n

Read more A $5 hair tie, a sold-out dress, cake and a fast-food order: How fans chase closeness to Erling Haaland, Taylor Swift and other celebrities<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

The RMG founder’s default answer to any prospective client is ‘no.’ It’s helped him grow revenue more than fivefold in five years without staffing up.<\/p>\n","protected":false},"author":1,"featured_media":3195,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[415],"tags":[],"class_list":["post-3196","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-public-relations"],"yoast_head":"\nA 12-person PR firm represents De Niro, Pacino, and billion-dollar clients. 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