RMG keeps staff at 12 while courting Hollywood and corporate clients

RMG has built a public relations business around a choice many agencies resist: staying small. Fortune reported that the boutique media strategy firm has kept its staff to 12 while increasing revenue more than fivefold over the past five years.

The firm’s client list includes major entertainment names and large companies, putting its small-team model in contrast with agencies that try to grow by adding more accounts and staff. According to Fortune, RMG represents Robert De Niro, Al Pacino, Danny DeVito, Helen Mirren, Morgan Freeman, Patricia Clarkson and ESPN’s Rich Eisen, along with corporate clients including The Hershey Company, Authentic Brands Group, Crash Champions and Starkey, each of which has at least $1 billion in annual revenue.

Zach Rosenfield, RMG’s chief executive, told Fortune that the firm’s size is part of the strategy. He said RMG chooses to remain small and rejects the idea that a larger agency is automatically better.

A selective approach to new clients

Rosenfield told Fortune that RMG begins by saying no to prospective work. He said that posture helps the firm spot possible problems early, including poor communication, weak timing or a client story that may not draw media interest.

The selectivity matters because RMG works on retainer, according to Fortune. Rosenfield said taking money from a client the firm cannot help can quickly become a problem if reporters have little interest in covering that client.

RMG President Amanda Brocato told Fortune that about 95% of the firm’s business now arrives through referrals. That means the company often reviews inbound interest rather than chasing new accounts.

From talent publicity to events and corporate work

RMG launched in 2020, Fortune reported. Rosenfield started the company with his own client relationships and recruited former colleagues, with Brocato as his first hire. The two had known each other for nearly 20 years after working under Los Angeles publicist Howard Bragman.

The firm has since moved beyond talent publicity into corporate communications and live events. Fortune reported that Rosenfield and Brocato co-lead corporate communications; Rosenfield also oversees sports, while Brocato runs live events. Other RMG divisions cover literary representation and social-impact work.

Live events have become one of the company’s fastest-growing businesses, Brocato told Fortune. She said RMG produced 36 events in 2025, including Sports Illustrated hospitality activations at Formula One races and a Hershey launch for Shaq-A-Licious candy with Shaquille O’Neal in Times Square.

For the Hershey work, Brocato told Fortune that RMG handled a $1.5 million budget across several launches. The firm developed the programming, managed spending, hired producers and created the media plan, including a Times Square pop-up and a custom truck visiting New York City basketball courts.

Fortune also reported that RMG was in Nashville last month for an event where Taylor Swift appeared as a surprise guest. Brocato told the magazine she expects live events and sports to keep growing because people want in-person community experiences.

AI use and growth plans

Rosenfield told Fortune that RMG uses artificial intelligence beyond drafting press releases. He said the firm uses AI tools for client event renderings and competitive analysis, describing the technology as an assistant rather than a replacement for judgment.

RMG is projected to increase revenue by another 14% in 2026, Rosenfield told Fortune. He said other firms have shown interest in mergers and acquisitions because RMG is profitable and has invested in resources, but he is not eager to sell at this point.

Rosenfield told Fortune he believes the business could grow to five to 10 times its current size. For now, its central bet remains that a narrow client list and a small staff can serve bigger accounts without becoming a large agency.

This story draws on original reporting from Fortune.