Zerotrillion Formalises Global PR Practice as Amsterdam Office Grows

Zerotrillion has hired Teal Minisofer and Kyle Goethals as PR lead and account director, respectively, in its Amsterdam office.

"Since the inception of the agency, Zerotrillion has always developed brand and creative ideas through the lens of earned media. Ultimately, we're hired by our clients to help them better compete for the attention of their audiences, so the first question we ask ourselves is if anyone will care enough about our work to talk about it - whether that be on a one-to-one basis or in the press. I believe this philosophy is directly related to each of the three Clio awards we brought home this year - and we hope to build on that further in the future," said Alex Paquin, CEO at Zerotrillion. 

Paquin continued: "An earned media-led approach to advertising has naturally developed into a broader PR and communications remit with our existing clients and at this stage warrants a more formalized department for the practice." 

In response to these growing needs, Teal Minisofer joined the team in late April of this year and will work alongside Zerotrillion's Executive Strategy Director, Aubrey Podolsky (formerly of Edelman), to enhance the agency's global PR offering for existing and prospective clients. 

Teal arrives at Zerotrillion from MasTec, a Fortune 500 C&E company where she led their growing communications team in Canada. Teal holds a Master of Science in Corporate Communications from the University of Amsterdam and brings a decade of experience in reputation management to Zerotrillion.

The role of PR in the creative process is a component Minisofer looks forward to unifying. "Having great PR capabilities in-house allows us to amplify our creative process," says Minisofer. "For our work to stand apart from the typical ad campaign, it's imperative for earned media to be our launchpad for how we tell stories. We need to be honest with ourselves when we answer the questions: will anyone genuinely care about this if we don't pay them to? Can what we're creating be part of a bigger conversation happening today?"

In addition to Teal, Kyle Goethals also joins the Zerotrillion team in Amsterdam as Account Director, leading ongoing client relationships on a day-to-day basis. Goethals left Chicago's agency scene after nearly ten years to relocate to Amsterdam for Zerotrillion. Before joining Zerotrillion, Goethals held account director positions at Mekanism, Havas and Digitas, where he worked with national and global brands such as Jordan, MolsonCoors and KitchenAid.

Minisofer and Goethals will report to Zerotrillion's recently opened-second Amsterdam office, located in de Pijp.