The Brogans initially set up Legacy with a heavy focus on sports sponsorship
Legacy Communications, the PR company set up by former Dublin football star Bernard Brogan, has seen revenue grow 40pc, profits rise and staff double following a move to diversify its business beyond its sporting roots .
Legacy’s profit for 2021 was €145,000, which was up from €135,000 the previous year, according to its latest results.
Managing director Kevin Moore said that maintaining profit growth during a period of rapid growth for the firm was “a win for us” and that growth in the business had continued at the same pace so far in 2022.
Legacy – which works with such clients as Indeed, Energia, Aldi, Pieta, Hubspot, and Hidden Hearing – was founded by Brogan and his cousin James Brogan, also a former Dublin senior footballer.
The Brogans set up the company with a heavy focus on sports sponsorship. But the agency has since then diversified in order to serve a wider PR, digital, marketing and creative platform.
“Through our sponsorship work we had begun to create content and manage PR, so it was a natural evolution for us to grow a wider marketing offering.”
According to Moore there has been a “blurring of the lines” around the types of agencies that brands want to work with.
“Companies don’t want to have to work with five or six different agencies any more. They don’t want to have to have one for advertising, one for digital, one for PR and one for sponsorship. So we've positioned ourselves to be able to offer several of the key services to brands – and this is something we’ve found has worked really well.”
In November 2021 Legacy purchased Cork-based digital-search agency SMB Clix – and that has seen 200pc growth in the past 18 months and is growing a significant global client base, says Moore.
“That's been probably one of our real success stories in the last two years. It's growing at a phenomenal rate. I think the market was really ready for a communications company offering that kind of service and it was another string to our bow.”
Moore said that the need to diversify had been underlined by the pandemic, which had been a challenging time for both the agency and its clients.
“When Covid first hit, sport was badly impacted – but hotels were too, and so were some of the clients we had in that space.
"Fast-forward a year or two later and we’re starting to see the tech side having quite a number of job losses. But on the flip side we’ve had a boom in e-commerce.
"So we've seen different industries affected in different ways at different times over the past three years.”
The firm has grown its management team over the past number of years, and this has allowed Brogan to focus more time on sister company Peptalk, which has developed an employee wellness platform.