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Michael Smith, who for the last decade has served as SVP and head of brands for PR agency ID, has departed to launch sports and entertainment communications agency Midnight Dawn. The new agency’s client roster is headlined by Warriors G Stephen Curry, whom Smith brings over from ID, as well as Curry’s wife, Ayesha, and their various business initiatives including production company Unanimous Media, Underrated Golf, Gentleman’s Cut Bourbon and Sweet July. Midnight Dawn will also represent Under Armour’s Curry Brand, Peloton, WWE performers Roman Reigns and Paul Heyman, Trail Blazers G Scoot Henderson and UConn G Azzi Fudd.
Smith, who’s joined at Midnight Dawn by former ID colleagues Tom Dietz, Lydia You and Stephen Baruch, said he’d long considered opening his own shop and noted a core goal now will be to maintain the sorts of intimate client relationships that are not always possible at larger agencies. “It’s these personal relationships that are truly driving the successful businesses,” Smith said. “It’s hard for an individual to be that person at a Golin or at an Edelman. ... For you to be there that personally and intimately with a book of 15 clients, it’s really not possible.” Prior to joining ID in 2013, Smith oversaw sports for PR firm DKC and publicity for WWE.
