Reno ad, PR agency takes a giant step out of home turf

Innerwest Advertising & Public Relations of Reno stepped outside of its box when it landed client Wicklander-Zulawski & Associates, Inc. The Chicago-based company marked one giant step beyond Innerwest's home turf on the West Coast.

"The agency's first client east of Colorado will broaden our horizons," says Aimee Eiguren, who leads Innerwest's efforts on the account. "It will offer us a different perspective."

"During a strategic planning session last year we decided wanted some national clients to add to the regional," she adds. "They found us on our Web site. And the chemistry was good. We worked hard on the RFP (request for proposal). It was the most involved we've ever done."

Internet technology, she says, makes possible the long-distance relationship.

"When we went to Chicago for the presentation they asked, 'Is this going to be difficult, working across the country?' We said no, not at all."

Wicklander-Zulawski provides training seminars in interview and interrogation for law enforcement and loss prevention workers.

It teaches interview strategies, death investigations, and pre-employment interview techniques.

"They're looking for federal contracts," Eiguren adds. "We have political experience, but not at that level."

Innerwest doesn't expect that the new work will result in additions to its staff of 20.