Sean Garrett, former VP of communications at Twitter, revealed the name of the tech PR firm he co-founded with fellow West Coast PR luminaries Brandee Barker and Brian O'Shaughnessy in a Tumblr post today. The agency will be called The Pramana Collective.
PRWeek reported last month that Garrett was teaming up with Barker, previously director of global communications and public policy at Facebook from 2006 to 2010, and O'Shaughnessy, former head of global communications at Skype from 2009 to last month. However, they hadn't yet decided on a name at the time.
Garrett said the trio's view on the evolution of marketing and communications will have them “focused on client needs and not definitions of marketing terminology or dated dividing lines.”
“For example, whatever ‘PR' was and currently may be to some is not relevant to us now — nor was it when we ran teams at Facebook, Skype, and Twitter,” he added.
Pramana, which Garrett accommodatingly explained in his post, means the way in which one obtains accurate knowledge. The “collective” part of the name is about the firm's employees, partners, and clients.
The agency will focus on project-based work, rather than AOR relationships, wrote Garrett. Its offerings will include “branding, messaging, campaign development, and road mapping communications functions.”
While it's unorthodox for a newly launched agency to announce its name via Tumblr, it's appropriate for these Silicon Valley PR leaders. Garrett's post about the firm is personal, engaging, and real, and it sets the tone for the tech-savvy communications consultancy.