# 12-person PR firm represents De Niro and billion-dollar clients by choice The boutique agency proves quality trumps quantity in public relations strategy. - **Source:** [Fortune](https://fortune.com) - **Published:** 2026-07-11 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/41a76747-afee-45b9-a459-43239da8247d ## Quality over quantity RMG serves A-list celebrities and billion-dollar corporations with just a 12-person team. Founder Zach Rosenfield credits their success to prioritizing quality service over expansion. While revenue grew fivefold in five years, the team size remained intentionally small. ## The power of 'no' RMG's counterintuitive strategy begins with saying no to most prospective clients. Rosenfield explains this approach helps identify red flags early. By anticipating potential mismatches, the firm builds exclusively successful, long-term partnerships. ## Growth through referrals 95% of RMG's business comes through word-of-mouth recommendations. This organic growth allows the team to focus energy exclusively on projects that align perfectly with their expertise, eliminating the need for aggressive client acquisition. ## Live events boom Event production became RMG's fastest-growing division, with 36 events in 2025 alone. From Formula 1 activations to Times Square product launches, the team sees live experiences as AI-proof opportunities in an increasingly digital world. ## AI integration Despite its small size, RMG aggressively adopts AI tools. Rosenfield compares resisting AI to 'the Titanic ignoring the iceberg.' The firm uses AI for event visualizations and competitive analysis, staying ahead of industry disruptions. ## Lessons for the industry RMG's story challenges conventional wisdom about agency growth. Their success proves that strategic selectivity, client satisfaction focus, and tech adoption can outperform traditional expansion models in the PR landscape. ## Sources covering this story - https://fortune.com/2026/07/11/zach-rosenfield-rmg-12-person-pr-firm-de-niro-billion-dollar-clients/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._