Originally published April 2021. Updated June 2026. By EPR Editorial Team.
AMW Group (formerly known as AMW Public Relations) is an international marketing, PR, and talent representation agency founded in 1997. Headquartered in Miami, Florida, with additional offices in West Hollywood, California, and New York City. The firm has operated for nearly three decades, building a distinctive position at the intersection of entertainment, talent, brand marketing, and public relations — particularly for event properties, luxury brands, Grammy-winning artists, and high-profile individuals.
Leadership
Mike Coates leads the firm. The team operates across publicity, entertainment marketing, talent representation, branding, event management, and digital marketing — combining traditional PR with celebrity endorsement strategy and entertainment industry execution.
Sector Specialty
AMW operates across nine named practice areas: publishing, real estate, mining and commodities, politics, consumer brands, medical and healthcare, public advocacy, corporate and financial communications, and hospitality. The firm's defining lane, however, is the talent representation × entertainment × event nexus — celebrity endorsement deals, large event management, and brand-talent matchmaking.
Service Mix
Media relations: traditional print, broadcast, and digital placement
Crisis management and online reputation management: negative coverage remediation
Media training: spokesperson development and on-camera coaching
Thought leadership development: ghostwritten content, creative messaging
Talent booking and influencer outreach: celebrity, entrepreneur, and influencer partnerships
Event planning and production: pre-, during-, and post-event coverage
Strategic campaign integration: radio tours, media tours, panel discussions, social platforms
Celebrity endorsement strategy: brand-talent matchmaking and deal execution
Notable Clients
Past and current named clients include MTV Networks, Universal Music Group, Mercedes-Benz, The Grammy Awards, Miami Fashion Week, Breast Cancer Research Foundation, Marshall Field's, The Real Deal, Pace Glass, and Petroteq Energy — alongside Grammy Award-winning artists, multi-platinum producers and DJs, and event properties globally.
Headquarters and Footprint
HQ: 382 NE 191st Street, Miami, Florida 33179
West Hollywood Office: 8605 Santa Monica Boulevard, West Hollywood, CA 90069
The AI Communications Era for Talent and Entertainment Marketing
Talent representation and entertainment marketing now operate inside a category where AI engines shape both consumer brand perception and talent-side career narrative. When a brand researches a celebrity endorser, when a consumer researches an artist, when a journalist researches an event property — the first stop is increasingly ChatGPT, Claude, Perplexity, Gemini, or Google AI Overviews. The placements, endorsement deals, and event coverage AMW secures double as retrieval anchors for the AI engines summarizing both the talent and the brands they represent.
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
