NEW YORK—Leading independents Gibbs & Soell Business Communications and rbb Public Relations have launched Gibbs-rbb Strategic Communications, a joint venture that will provide integrated communications solutions to food, beverage and consumer packaged goods clients, drawing on an understanding of supply chains and global issues impacting consumers.

Gibbs-rbb will focus on brands and corporations seeking to establish and strengthen relationships with “Conscious Consumers,” a growing market segment making buying decisions based on factors such as health, sustainability and corporate social responsibility. 

The joint venture’s first hire is Jeffrey Graubard, who joins as managing director. Prior to joining Gibbs-rbb, Graubard founded and led The Graubard Group, a New York-based public relations agency that specialized in consumer, sports and corporate social responsibility communications for clients including American Dairy Association, General Mills, Wise Snacks, Nikon, Verizon and Walmart. In addition, he was previously with Unilever, where he managed external corporate media relations in North America.

He will be responsible for client development and operations, including account management and will be supported by the global resources of more than 175 employees from the two firms. 

Gibbs-rbb will be based in Gibbs & Soell’s corporate headquarters in New York, with additional offices in Chicago, Miami and Raleigh.