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Marvin Chernoff back in PR [The State, Columbia, S.C.]
[July 07, 2009]

Marvin Chernoff back in PR [The State, Columbia, S.C.]


(State (Columbia, SC) Via Acquire Media NewsEdge) Jul. 7--Marvin Chernoff thinks retirement is boring.

So, at 76, he has started a new public relations company, MC2. He will work out of a virtual office in his home near Lake Katharine and use freelancers to staff projects.

"I just decided that retirement wasn't really in the works for me," said Chernoff, who in 1974 founded the firm that became Columbia public relations giant Chernoff Newman. He said he has never taken to golf or fishing.

Columbia's idea man has about half a dozen people he's worked with over the years who have signed on to work with him in this new venture. He has one client so far, a group developing the new state farmers market in Lexington County. His new firm's Web site (www.mc2.com) will be operational within a week. And he hopes to do some political consulting, the arena where he got his start.



Over the past few years, Chernoff has, with his son, opened a restaurant, which is now closed, served on various boards and been a strong supporter of the arts community, including producing an arts festival held in 2007.

Chernoff said he considered going to work for Chernoff Newman, but he wanted to work out of his home, where he could keep overhead low. Having no overhead is important, he said, in an environment where even his namesake firm laid off public relations professionals last year.


"Marvin's never gone by the book," said David Campbell, president of Chernoff Newman. He said the firm has no plans to change its name.

"We support him; we wish him well," Campbell said. "We hope to work together." Chernoff -- who said he will continue his civic efforts -- said when he recently started putting together a new ad campaign for the farmers market, he felt more energized than he had in years and realized what was missing in his life -- work.

"I didn't realize how unhappy I was, or how bored," he said.

Reach Rupon at (803) 771-8308.

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