Former members of PR firm Baker Winokur Ryder (Bwr) announced on Tuesday the establishment of The Initiative Group, a bicoastal PR company they describe as an “entertainment and corporate lifestyle public relations collective.”

Founded in 1987, Bwr was dissolved and absorbed into parent company Burson Cohn & Wolf in May. The company cited “the tremendous impact Covid-19 has had on the entertainment industry” for the decision.

Partners in the new firm include former Bwr senior publicists Cindy Guagenti, Paulette Kam, Gary Mantoosh, Christina Papadopoulos, Lisa Perkins, Jamie Skinner and Alex Spieller. They bring with them a roster of clients that includes Connie Britton, Drew Carey, Hero Fiennes Tiffin, Regina Hall, Garrett Hedlund, Danai Gurira, Anna Kendrick, Matt LeBlanc, Allen Leech, Melissa Leo, Mario Lopez, Joe Manganiello, Tatiana Maslany, Evan Mock, Kathryn Newton, Adam Rodriguez, Mj Rodriguez, Glen Powell, Zoe Saldana, Adam Sandler, Alexandra Shipp and Bellamy Young.

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