Identity hires 4, adds 17 new clients in last year

Maturation is becoming an increasingly important word at Identity. It applies to the public relations firm’s client list, business model and staff. The Bingham Farms-based firm has added 17 new clients over the last year. Those new clients include some larger-and-growing firms like Atlas Oil Company and Carbon Media Group. Taylor-based Atlas Oil Company (a national fuel supply, logistics and services firm) hired Identity for media relations, marketing and social media work. Bingham Farms-based Carbon Media Group (a digital content producer for outdoors enthusiasts) retained Identity for media relations and marketing services. "We are seeing more sophisticated and larger clients," says Mark Winter, partner at Identity. "I think it's a sign of the maturing of our agency. We’re growing up." The larger customer base accompanies Identity's own recent efforts to refine and streamline its business model. "Our focus in the last year and a half has been on efficiency and profitability," Winter says. This has allowed Identity to add to its staff. The 15-year-old company has hired four people over the last year, two for its creative department and two for its media relations department. It currently has a staff of 23 employees and an intern. It is currently looking to hire two people for assistant account executives, and expects to promote more people from within for higher-up positions. "We grow from within," Winter says. "We are constantly working on growing our own leaders." Source: Mark Winter, partner at Identity Writer: Jon Zemke Read more about Metro Detroit's growing entrepreneurial ecosystem at SEMichiganStartup.com.