Business Intelligence Group

Peppercom’s Business Intelligence Group (BIG) takes Peppercom’s mission of understanding the business of a client’s business to another level. Public relations firms have traditionally tried to determine a client's reputation with the media and then worked to change it. But BIG takes a more holistic approach, moving PR work from “press relations” toward a true marketing and communications strategy.

Our team of analysts explores a client’s entire business model and identifies the challenges to growth. We start by interviewing a client to determine a company’s business drivers and pain points—the challenges they need to solve to meet their goals. We then research not only how media reputation is holding back a client, but also what other key audiences need to know to boost a client’s business.

We talk to these myriad groups, from potential investors and analysts to business partners and regulators—groups that are often overlooked by conventional positioning audits—to evaluate how a client’s business model and messages will resonate with these stakeholders. We think about all these messages with the final destination in mind: the entire audience. Starting with “end user” or “consumer” and working our way back is vital for B2C and B2B audiences alike.

We then work to craft strategic messages that will move the needle with these important audiences. Infused with this intelligence, Peppercom's programs then become a tool not just for promoting a company and its products through the media, but for making sure that message most clearly reflects what the company wants to communicate and what the intended audience needs. BIG is our platform for ensuring Peppercom's public relations work truly is strategic.

Our Business Intelligence Group is led by these experienced professionals:

Ted Birkhahn
Managing Director

Ted Birkhahn is Peppercom’s COO and head of client services, working closely with several of our largest clients, including ITT Corp. and Unisys. He was recently selected by PR News as one of the industry’s “15 to Watch.” His responsibilities include client service, new business development, digital marketing and overseeing the integration of Peppercom’s three corporate offices.

Matt Purdue
Senior Analyst/Managing Supervisor

Matt Purdue joined Peppercom in the newly created role of senior analyst. Matt previously was editor in chief of Worth magazine, overseeing sophisticated coverage of investment and business topics of interest to affluent Americans and asset managers. Prior to joining Worth, Matt led print and online magazines covering business technology, including front- and back-office software sectors and mobile and wireless markets. In a 20-year journalism career, Matt helped launch half a dozen consumer and business-to-business magazines and Web networks and authored books and articles on a variety of subjects. He is co-founder of the Hershey’s Tour de Pink annual charity bicycle ride, which has raised more than $1 million to benefit young women with breast cancer.

Scott Krady
Research Analyst

Scott has more than 15 years of experience providing marketing and communications services to global financial and professional services organizations. Most recently, as director of marketing communications at High Net Worth Inc., Scott specialized in providing solutions for the firm’s financial clients: global investment banks and asset management firms, including Merrill Lynch, Morgan Stanley and Fidelity Investments. Before joining HNW, Scott oversaw marketing communications at CreditSights, a leading independent investment research firm. Scott also worked as a marketing consultant in Deloitte & Touche’s Financial Advisory Services group.

Milos Sugovic
Research Analyst

Prior to joining Peppercom, Milos worked as an economics analyst at the United Nations in both New York and Geneva and completed his Masters in Public Administration at Cornell University. Milos oversees our Peppercom Business Outcomes, a proprietary analysis tool that enables our clients to see the true business impact of their media, marketing and communications investments. He is also a PhD candidate at Milano The New School for Management and Urban Policy.