In October 2003, A&R Edelman (formerly A&R Partners), a Silicon Valley technology firm, announced a new consumer practice. The practice had essentially launched itself some time before that date, however, since the firm had already been doing work in the consumer electronics area.

"It was almost a launch after the fact because we found ourselves being drawn into this sector," says Bob Angus, president of A&R Edelman.

Some agencies that begin with a specialization seemingly removed from ...