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Date: July 27, 1994

Title: Top 20/MWW Strategic Communications

Ask Michael W. Kempner about business, and he happily launches into what he calls, “PR mumbo-jumbo,” but then he apologizes, explaining, “I can”t help it; it”s a disease.” But that disease has moved his up-start New Jersey ad agency from a one-man shop eight years ago to being one of the country”s hottest public relations firms.

River Edge-based MWW Strategic Communications is projecting revenues of $9 million this year, up from last year”s record of $5.5 million. “People here think they are part of the next great PR firm in America. Whether that”s true or not, only time will tell,” says Kempner.

If advertising and public relations are now Kempner”s great love, politics was his first love, as testified by the pictures of leading political figures that decorate his office wall. Armed with a degree in political science, Kempner spent a decade working in Washington, D.C. for leading New Jersey political figures like Congressman Robert Torricelli and former Gov. Brendan Byrne.

In the early 1980s, when Kempner took on the job of president of Winters Chocolates, his knowledge of politics came in handy. Liquor-filled chocolates are sold in many countries, especially in Europe. But they have been largely banned in the U.S. since 1906. “We needed to change the laws in the U.S. and in every state except two,” he says. The effort was successful. Later the company moved to Illinois, but Kempner stayed in New Jersey.

Tapping into his political public relations and lobbying background for the next career change, Kempner created MWW/Strategic Communications in 1986. Looking back on the early days, he says that the hardest part of starting was “getting those first key clients because people always want to know who your other clients are.”

Winters Chocolates became his first client, and Kempner began working a few niches to build his business during the recession years. Say he: “We grew at a time when established firms were reducing in size.” The first big-name client was Continental Airlines. The contract was small, and MWW lost money on it–but it was a start. “They were impressed, and so they hired us for more,” Kempner says. “And now we continue to be one of their major national agencies.” Most recently MWW has been involved with Continental”s new “peanuts” promotion campaign.

Being located in New Jersey has not stopped MWW from successfully charging big-city rates. Kempner believes MWW is the most expensive PR firm in New Jersey, but the firm “doesn”t compete on price but on value.” A steady flow of new accounts confirms Kempner”s belief that “clients perceive that they are not getting value from the traditional larger agencies.” In a four-week period this summer, MWW signed on 15 new clients, including Microsoft and Jamesway.

Jamesway hired the firm to help it emerge from Chapter 11 bankruptcy. While many troubled companies foolishly try to hide from the press in situations like that, Kempner tries to convince companies that their credibility is “better served by pursuing media attention.”

Kempner”s background has helped him pull in politically-oriented business. Corporations and associations, he notes, want to “use the press to influence political decisions.” The company has now established offices not only in Trenton but also in Washington, D.C. and Santa Fe, N.M. It has been promoting the use of public-affairs programs as an additional way to try to influence legislation.

Business from investor relations and financial relations also “skyrocketed last year,” according to Kempner. He adds that these will be a “substantial part of our operations in the future.”

With all of this growth, it is not surprising that MWW”s main operation in River Edge will soon move into a new 7,000 sq. ft. facility. The company now employs 72 people in eight cities across the U.S. A London office will open soon, and expansion plans include offices in Colorado and California.

Kempner says that rapid changes in technology and business strategies have helped MWW. The trend in corporate downsizing is “marginally helpful because one of the first areas cut is internal marketing and PR, so companies need external help.” Being the new kid on the block also means that MWW can leapfrog old technology to the latest products. Says Kempner: “It”s strange that many older and larger PR companies have not even installed networks yet.”

With everything growing and changing so fast, it”s time for a new MWW logo, which Kempner says will “give a sense of global vision for our clients.” That is an omen for what he predicts will be “exciting times.” s