DSM Group Climbing the Ranks of New Jersey's Best PR Firms

Thanks to an energetic, engaged and innovative staff, one Franklin Lakes public relations firm has risen from a one-man operation to one of New Jersey's best agencies.

NJBIZ ranked The DSM Group No. 15 on its list of best Public Relations firms in New Jersey this month.

In the last four years on the Top 50 Public Relations Firms list, DSM has consistently moved up — including its meteoric rise 14 spots on this year's list.

“It’s really a testament to the team we have in place here,” said DSM Prez Darren Magarro. “We have a great PR/Ad team.”

Magarro started the company originally on the advertising side in 2007, but it eventually grew into a PR firm. They also offer a range of other services, including advertising, branding, social media, marketing and graphic design.

“All of these things get going by good people tackling projects head on,” he said. “The employees are loyal and just do a good job.”

Creative Director Ryerson Kipp came on board in 2008 as a freelancer — now he's a partner and has been with the firm the longest after Magarro. There’s only another handful of about 10 to 12 people on their staff.

Jessica Panicucci, the firm's social media manager, graduated this past May from Manhattan College with a bachelor of arts in corporate communications and telecommunications and started full-time with DSM in June. 

“Our clients come in for a marketing plan, and then we meet their needs depending upon that plan,” she said.

DSM has had its share of ups and downs, but relied on the power of relationships and its own gumption to succeed. Magarro said the company really took off when people started seeing their work and taking notice.

“The company wasn’t very big,” said Magarro. “We started with one client and $5,000 in a savings account.”

Some of DSM’s biggest clients include Labor Sync, Borst Landscape and Design,LAN Associates and Kristian Regale. 

Kristian Regale, a non-alcoholic, sparkling beverage with about eight different flavors, is one of their proudest projects and it’s sold in Ikea stores all over the world.

DSM redesigned the label on the bottle and then it launched in grocery stores nationwide last year. 

“We are a case study on word of mouth,” said Magarro. “We’ve grown to where we are today, because of referrals and long-lasting business relationships.”

Panicucci said growth and quality work were atop the company's to-do list, along with building more of the long-lasting relationships to which Magarro referred. 

"When the list gets published next year, we hope to move up," Panicucci said. "We don't expect to jump 14 spots like we did this year, but we would like to move up."

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