INSUBCONTINENT EXCLUSIVE:
Brooke Hammerling, the strategic communications veteran who brought us Brew PR, announced her new project today.Dubbed The New New Thing,
partnerships with CEOs, founders and executive leadership teams.There are a few critical pieces to The New New Thing:First, Hammerling will
not focus on the usual six-month press release strategy that drives communications at most tech startups
storytelling across the entire brand, including the company and the founder
with startup leadership teams to craft those narratives paying special attention to the stories in between the stories.And finally, The New
New Thing will have a huge focus on authenticity as a driver of relationships between its clients and the media.One catalyst for the new
project, according to Hammerling, was the evolution of the comms landscape as a whole
Being authentic is really hard for larger organizations, or really any organization
challenge is what she loves doing most
She admits that managing a large team and dealing with the nitty gritty of comms (writing up press releases, pitching speakers for tech
Brew PR, the firm she founded and sold to Freuds for $15 million.The New New Thing is part of a newly expanded collective of service
providers called Plan A, led by co-CEOs MT Carney and Andrew Essex
Plan A combines expert service providers from the fields of communications, branding, advertising, creative and social, among
others.Hammerling will be focusing on early and growth-stage startups in the tech industry, with a current client list that includes
Lemonade, LiveNation, Framebridge, Splice and Eko.One example of how The New New Thing works is made clear with Splice
The company is represented by a PR firm that manages the day-to-day news cycle and announcement schedule, while Hammerling works directly
with founder and CEO Steve Martocci on the overall narrative that runs through all of that.When asked about the greatest challenge moving
