Baden Bower/Courtesy of Baden Bower
The traditional public relations industry operates on established norms where relationships and monthly retainers have long been standard practice. Then came AJ Ignacio, who decided to challenge conventional models with a different approach: offering guarantees for PR work.
Baden Bower emerged from Australia four years ago with an approach that diverged from industry standards. According to the company, Ignacio decided to offer money-back guarantees for media placements. While many agencies continued charging clients monthly retainers, Baden Bower states that its team offered to work with clients on publishing timelines with refund options.
The company reports that it now serves clients across multiple countries spanning five continents.
A Different Approach
Traditional PR agencies often operate in a system where outcomes aren't always directly tied to fees. According to Baden Bower, the company changed this model by accepting accountability for results. Baden Bower describes its approach as focusing on placements in established publications, supported by technology that assists with media targeting.
The company's approach aims to address credibility challenges that can affect business growth. Research shows a significant percentage of buyers investigate companies online before purchasing, yet many businesses struggle to build authority. This challenge is particularly acute for PR firms for startups, which often need to demonstrate measurable impact quickly to attract investors and customers. According to Baden Bower, the company helps businesses build visibility and credibility by securing media coverage that may contribute to website engagement and customer acquisition efforts.
Baden Bower states that its timeline differs from traditional competitors who may require extended periods for pitching cycles. The company reports offering expedited processes through its network of media outlets. According to Baden Bower, this approach stems from data-driven content optimization rather than solely relationship-dependent processes.
Global Expansion Through Digital Infrastructure
Baden Bower's international expansion reflects a technology-oriented approach to growth. The company reports establishing operations across North America, Europe, Asia-Pacific and the Middle East while maintaining client service through staff located across time zones. According to Baden Bower, this reach enables culturally relevant storytelling that resonates with local media outlets and audiences.
The company has contributed content to various global publications, reflecting its presence in the PR sector.
Baden Bower states that its technology focus differentiates it from competitors who rely primarily on personal relationships and editorial connections. According to the company, investment in technology for media placement optimization offers potential advantages in visibility over agencies that depend predominantly on individual journalist relationships. Baden Bower says this technological foundation supports its growth while maintaining quality control across global operations.
Shifting Industry Dynamics
Baden Bower's development represents more than business growth; it signals a potential shift toward accountability in professional services. The company's pricing model, according to Baden Bower, contrasts with traditional retainer fees that may not guarantee specific outcomes.
The PR industry now faces questions about maintaining established practices or adopting results-oriented models that some clients seek. Baden Bower's journey from startup to internationally operating firm suggests that performance-based models may influence traditional service industry approaches. According to the company, when clients can choose between different pricing structures, the value proposition becomes an important consideration.