RMG, a boutique PR firm, has grown revenue fivefold in five years while maintaining a small team. Founder Zach Rosenfield emphasizes quality over quantity.
Washington DC, United States Jul 11, 2026 ALN: In the competitive world of public relations, many firms strive for growth by taking on as many clients as possible, often prioritizing quantity over quality. However, Zach Rosenfield, the CEO of RMG, has taken a different approach by focusing on a more selective client roster while still achieving remarkable financial success. This boutique media strategy firm has seen its revenue increase more than fivefold over the past five years, all while maintaining a small team of just 12 employees.
The client list at RMG reads like a who’s who of Hollywood and high-profile corporate entities. Among its celebrity clients are iconic actors such as Robert De Niro, Al Pacino, Danny DeVito, Helen Mirren, Morgan Freeman, and Patricia Clarkson, alongside sports personalities like Rich Eisen from ESPN. On the corporate side, RMG represents major brands, including The Hershey Company, Authentic Brands Group, Crash Champions, and Starkey, all of which boast annual revenues exceeding $1 billion. The firm also collaborates with several nine-figure valuation companies, such as Daymond John’s The Shark Group, wellness company Cymbiotika, and events company Medium Rare.
Rosenfield’s strategy of maintaining a small team is intentional and rooted in the belief that it allows for a more personalized and effective approach to public relations. He argues that the common perception that larger firms are inherently better is a misconception. "We run towards the fact that we are small by choice," he remarked in an interview, emphasizing that the size of a firm does not necessarily correlate with the quality of service provided. Instead, he believes that a smaller team can offer a more tailored experience to clients, enabling deeper relationships and more focused strategies.
One of the most intriguing aspects of RMG’s operational philosophy is its counterintuitive approach to client acquisition. Rosenfield has adopted a policy where the default response to potential clients is a firm "no." This strategy is designed to help the firm identify potential red flags or misalignments early in the process. By starting with a no, RMG can critically assess whether a prospective client fits within its values and capabilities.
Rosenfield elaborated on this approach, stating, "It’s almost like you pull a lever, and within that lever, all the stop signs appear." This method allows RMG to gauge how potential clients communicate and whether their narratives align with the firm’s expertise and interests. It also serves to filter out clients who may not be a good fit, thereby preventing future complications. As Rosenfield noted, taking on a client that doesn’t align with the firm’s strengths can quickly turn into a liability, especially when the firm operates on a retainer basis.
Moreover, about 95% of RMG’s business now comes through referrals, as noted by RMG President Amanda Brocato. This high rate of inbound requests minimizes the need for active client hunting, allowing the firm to focus on nurturing existing relationships and maintaining its selective approach.
RMG was founded in 2020, with Rosenfield bringing along his existing client base and inviting former colleagues to join him in this new venture. His first hire was Brocato, a long-time collaborator with whom he shares a professional history dating back to their time working under renowned publicist Howard Bragman in Los Angeles. Since its inception, the firm has evolved beyond traditional talent representation, expanding into corporate communications and live events.
Rosenfield and Brocato co-head the corporate communications division, with Rosenfield overseeing the sports division while Brocato manages live events. The firm has also established additional divisions focusing on literary representation and social-impact initiatives. The live events segment, in particular, has emerged as one of RMG’s fastest-growing areas, with the firm producing a variety of events that cater to both celebrity clients and corporate partners.
For example, in 2025, RMG produced a total of 36 events, which included high-profile hospitality activations at Formula One races and a unique candy launch for Hershey’s Shaq-A-Licious brand featuring a 500-pound gummy sculpture of Shaquille O’Neal’s face in Times Square. Brocato described the Hershey campaign as a significant undertaking, detailing a $1.5 million budget that encompassed ideation, budget management, producer hiring, and media planning for various promotional activities.
RMG’s involvement in live events has also allowed the firm to tap into a growing desire for community engagement, especially in a post-pandemic world where people seek meaningful connections. Brocato noted, "People are just anxious for a touch point of community—feeling like they’re a part of something that isn’t isolating." This trend presents a significant opportunity for growth, particularly in the realms of live events and sports, where RMG is well-positioned to thrive.
Despite its small size, RMG is not averse to embracing technological advancements, particularly artificial intelligence (AI). Rosenfield emphasizes that one of the biggest mistakes public relations firms can make is to view AI merely as a tool for increasing efficiency in mundane tasks like press release generation. Instead, he advocates for a more integrated approach, where AI serves as an assistant and a strategic partner in various aspects of the business.
He explained that RMG utilizes AI for tasks such as creating event renderings for clients and conducting competitive analyses, which can enhance the firm’s strategic decision-making capabilities. Rosenfield warns that failing to adopt AI is akin to ignoring an impending iceberg, suggesting that firms must proactively embrace these technologies to avoid being left behind. He believes that firms need to decide whether to adapt to the future of PR or risk being blindsided by it.
Looking ahead, Rosenfield projects that RMG is on track to achieve another 14% growth in revenue by 2026. The firm has garnered interest from other companies regarding potential mergers and acquisitions, primarily due to its profitability and resourcefulness. However, Rosenfield has expressed a preference for maintaining the current structure of the firm, stating, "I like working," and indicating his desire to continue building RMG into a more substantial entity.
With aspirations to grow the firm to five to ten times its current size, Rosenfield is confident in RMG’s trajectory. He has achieved significant growth in just over five years and remains focused on refining the firm’s unique approach to public relations, which prioritizes quality, selectivity, and strategic innovation. As RMG continues to navigate the evolving landscape of public relations, its commitment to maintaining a lean but effective team, alongside its willingness to embrace new technologies, positions it well for future success.
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