Photography by Elizabeth Haynes

Local business owners, listen up: Saratoga is now home to a PR company with big-city experience and small-town vibes. That means it’s time to take your brand to the next level. 

Dagmar Consultancy is the brainchild of Christina Summers, an Albany native who launched her career as a publicist in New York City, helping brands including Victoria’s Secret, Lilly Pulitzer, Hilton, and Mirbeau Inn & Spa communicate their message in a way that stands out. She recently moved back to the area, settled in Saratoga, and launched her own firm with the goal of blending all the best parts of NYC PR—the urgency, creativity, and resourcefulness that comes with the fast pace of city life—with the more personalized service that’s possible in a smaller market.

“In larger markets, agencies are often juggling an overwhelming number of clients with lean teams,” Summers says. “Staff members are stretched thin, and senior executives are focused on constantly bringing in new business. There are still high expectations in a smaller market, but there’s also the opportunity to operate with a more boutique, hands-on approach. That’s the kind of experience I want to bring to this region: Thoughtful attention to detail, genuine collaboration, and a level of personalized service that makes clients feel like true partners rather than just another account.”