R&J 40th Anniversary
40 Years. A Lot Has Changed. Some Things Haven’t.
Forty years is a long time in any industry. In communications, it’s several lifetimes.
When R&J opened its doors in 1986, the tools of our trade were media relationships, press releases, print advertising and collateral. There was no internet. No social media. No smartphones. The idea that anyone could immediately publish content to an audience of millions, build and grow that audience, or trigger a reputational crisis from a device in their pocket was science fiction.
A lot has changed since then. And so have we.
Over the next 12 months, we’ll be telling the story of those 40 years, and the people and events that shaped them. We will walk through six distinct eras in R&J’s history, each one defined by the forces that were reshaping the communications landscape at the time and the ways we adapted to meet them. Along the way, you’ll hear directly from the people who were there: our founder, our leadership team, our clients, and our colleagues. We’ll also share some of our favorite stories from the journey.
This is not simply a look back. The challenges R&J has navigated over four decades; earning trust in a fragmented media environment, helping clients communicate through crises, making sense of technologies that did not exist yesterday, are the same challenges facing every organization that depends on communication to grow and succeed today. We don’t want to come off as presumptuous, but we think there is something genuinely useful in that history for anyone trying to figure out what effective communication looks like today and into the future.
Whether you are a longtime client, a colleague in the industry, or someone who just found us for the first time, we are glad you are here.
As our Founder is fond of saying: Let’s start at the very beginning, a very good place to start. (We’re big on quoting movie lines around here) .
Our Eras
Building the agency and earning trust the old-fashioned way
The early years of Roberts & John were defined by entrepreneurial grit, foundational client relationships, and a traditional advertising and PR model built on relationships, reputation, and results.
1986
- April 6, 1986 – John Lonsdorf, Bob Gagauf and Bob Wille opened as “Roberts & John Advertising and Public Relations” at 293 Eisenhower Parkway, Livingston, NJ. Core clients included Prudential Real Estate Investments, Garibaldi Realty Corp, and Summit Associates.
- November 1986 – Bob Wille left as a partner to pursue other opportunities, but the Roberts & John (R&J) name was retained.
1987
- Early 1987 – Cushman & Wakefield retained R&J to provide marketing support for University Plaza in Hackensack, NJ. This led to the agency’s longest-standing client relationship with Hampshire Management Company.
INDUSTRY SHIFT: Corporate email adoption accelerates as Microsoft Mail and cc:Mail gain traction in business environments.
1988
- 1988 – R&J moved to 298 Eisenhower Parkway in Florham Park as the company continued to grow.
1990
- 1990 – R&J won the business from the New Jersey Organ & Tissue Sharing Network, beginning a 12-year relationship during which the agency re-branded them as The Sharing Network.
1991
INDUSTRY SHIFT: The World Wide Web becomes publicly available, though adoption remains limited to academic and technical communities.
1992
1992 – Art director Beth Goozman’s chance airplane conversation with JVC’s Marketing Manager led to R&J pitching and winning business for JVC’s broadcast DVR machines. The agency was later named agency of record for JVC Professional, including US public relations, launching the agency’s consumer products practice.
Coming Soon!
Coming Soon!
Coming Soon!
Building the agency and earning trust the old-fashioned way
The early years of Roberts & John were defined by entrepreneurial grit, foundational client relationships, and a traditional advertising and PR model built on relationships, reputation, and results.
1986
- April 6, 1986 – John Lonsdorf, Bob Gagauf and Bob Wille opened as “Roberts & John Advertising and Public Relations” at 293 Eisenhower Parkway, Livingston, NJ. Core clients included Prudential Real Estate Investments, Garibaldi Realty Corp, and Summit Associates.
- November 1986 – Bob Wille left as a partner to pursue other opportunities, but the Roberts & John name was retained.
1987
- Early 1987 – Cushman & Wakefield retained R&J to provide marketing support for University Plaza in Hackensack, NJ. This led to the agency’s longest-standing client relationship with Hampshire Management Company.
INDUSTRY SHIFT: Corporate email adoption accelerates as Microsoft Mail and cc:Mail gain traction in business environments.
1988
- 1988 – Roberts & John moved to 298 Eisenhower Parkway in Florham Park as the company continued to grow.
1990
- 1990 – R&J won the business from the New Jersey Organ & Tissue Sharing Network, beginning a 12-year relationship during which the agency re-branded them as The Sharing Network.
1991
INDUSTRY SHIFT: The World Wide Web becomes publicly available, though adoption remains limited to academic and technical communities.
1992
1992 – Art director Beth Goozman’s chance airplane conversation with JVC’s Marketing Manager led to R&J pitching and winning business for JVC’s broadcast DVR machines. The agency was later named agency of record for JVC Professional, including US public relations, launching the agency’s consumer products practice.
Healthcare, technology, and the early internet reshape the agency
As the web emerges, R&J grows its healthcare and technology practices, wins major AOR relationships, and begins adapting to a media landscape that’s starting to go digital.
1993
INDUSTRY SHIFT: Mosaic, the first widely-used web browser, launches and makes the internet accessible to mainstream users.
1994
- 1994 – R&J was named as the advertising agency of record for Saint Barnabas Medical Center, beginning the agency’s healthcare delivery practice area.
INDUSTRY SHIFT: Netscape Navigator launches, accelerating mass adoption of web browsing.
1995
- 1995 – After continued growth, R&J moved to the second floor at 35 Waterview Blvd. in Parsippany.
INDUSTRY SHIFT: Amazon and eBay launch, demonstrating the commercial potential of the internet.
1996
- 1996 – R&J was named as the advertising and PR agency of record for Good Samaritan Hospital in Suffern, NY.
INDUSTRY SHIFT: Hotmail launches as the first webmail service, making email accessible from anywhere.
1997
- 1994 – R&J was named as the advertising agency of record for Saint Barnabas Medical Center, beginning the agency’s healthcare delivery practice area.
INDUSTRY SHIFT: Netscape Navigator launches, accelerating mass adoption of web browsing.
1998
- 1998 – R&J moved to 99 Cherry Hill Road in Parsippany.
INDUSTRY SHIFT: Netscape Navigator launches, accelerating mass adoption of web browsing.
1999
- 1999 – Scott Marioni joined R&J.
INDUSTRY SHIFT: Blogger launches, democratizing online publishing. Napster introduces peer-to-peer file sharing, foreshadowing digital disruption of traditional media.
When PR becomes strategic and the business model changes
As the web emerges, R&J grows its healthcare and technology practices, wins major AOR relationships, and begins adapting to a media landscape that’s starting to go digital.
2001
2001 – R&J moved to 35 Waterview Blvd. in Parsippany into a larger, more amenity-filled space on the first floor. The company re-branded as R&J Group—Advertising and Public Relations.
INDUSTRY SHIFT: Wikipedia launches, changing how information is created and shared.
2002
INDUSTRY SHIFT: LinkedIn launches as the first major professional social network.
2003
Mid-2000s – R&J built a robust photo/imaging practice representing Agfa, ILFORD, Konica-Minolta, Bogen/Manfrotto, Nielsen & Bainbridge, Rollei, Kata, and others. [NOTE: Needs specific dates]
Mid-2000s – Good Samaritan cardiac campaign.
INDUSTRY SHIFT: WordPress platform launches, making blog creation accessible to millions. iTunes Store opens, accelerating digital media consumption.
2004
2004 – Business had changed dramatically, with public relations becoming a far more strategic component of the agency’s offering. The strains of partnership between John Lonsdorf and Bob Gagauf led to the decision to split the company into two entities.
INDUSTRY SHIFT: Facebook launches (initially for college students), beginning a new era of social networking.
A new firm, a clearer focus, and integrated communications
The launch of R&J Public Relations marks a turning point: strategic storytelling, crisis communications, healthcare leadership, and early social media become central to the agency’s work.
2005
January 1, 2005 – John Lonsdorf and Scott Marioni opened R&J Public Relations, LLC as partners.
Late April 2005 – R&J Public Relations moved to 1140 Route 22 in Bridgewater.
2005 – R&J works with Falcon Safety Products, Inc. and Jeff Williams on a public education and awareness campaign highlighting the dangers of inhalant abuse in the wake of a devastating tragedy – the loss of Jeff’s son, Kyle, to inhalant abuse.
INDUSTRY SHIFT: YouTube launches, making video sharing mainstream. Major newspapers begin experiencing circulation declines.
2006
2006 – Tiffany Miller joined R&J Public Relations as an account executive.
2006 – R&J launches innovative new products with Samsung, orchestrating a major press conference and demonstration event at the Top of the Rock (taking advantage of location, new venue, timing, etc.)
INDUSTRY SHIFT: Twitter launches, introducing real-time public conversation. Facebook opens to the general public, accelerating social media adoption.
2007
2007 – R&J creates and executes a campaign in support of the C-PORT elective angioplasty demonstration project’s continuation in NJ, in support of the 9 NJ hospitals participating. Extensive, multi-faceted advocacy and public education campaign resulted in the continuation of the project, which demonstrated the safety & efficacy of the procedure at non-cardiac hospitals, erasing major barriers to care and saving lives.
INDUSTRY SHIFT: The iPhone launches, ushering in the smartphone era and mobile-first media consumption. Amazon introduces the Kindle, beginning the decline of print publishing.
2008
2008 – Samsung, iLuv, Polaroid, miggo, Kickstarter projects. This was around the time all that started in earnest and continued for some time through the recession.
2008 – Tiffany Miller promoted to Senior Account Executive.
INDUSTRY SHIFT: Twitter launches, introducing real-time public conversation. Facebook opens to the general public, accelerating social media adoption.
2009
2006 – Tiffany Miller joined R&J Public Relations as an account executive.
2006 – R&J launches innovative new products with Samsung, orchestrating a major press conference and demonstration event at the Top of the Rock (taking advantage of location, new venue, timing, etc.)
INDUSTRY SHIFT: Twitter launches, introducing real-time public conversation. Facebook opens to the general public, accelerating social media adoption.
2010
2006 – Tiffany Miller joined R&J Public Relations as an account executive.
2006 – R&J launches innovative new products with Samsung, orchestrating a major press conference and demonstration event at the Top of the Rock (taking advantage of location, new venue, timing, etc.)
INDUSTRY SHIFT: Twitter launches, introducing real-time public conversation. Facebook opens to the general public, accelerating social media adoption.
2011
2006 – Tiffany Miller joined R&J Public Relations as an account executive.
2006 – R&J launches innovative new products with Samsung, orchestrating a major press conference and demonstration event at the Top of the Rock (taking advantage of location, new venue, timing, etc.)
INDUSTRY SHIFT: Twitter launches, introducing real-time public conversation. Facebook opens to the general public, accelerating social media adoption.
2012
2006 – Tiffany Miller joined R&J Public Relations as an account executive.
2006 – R&J launches innovative new products with Samsung, orchestrating a major press conference and demonstration event at the Top of the Rock (taking advantage of location, new venue, timing, etc.)
INDUSTRY SHIFT: Twitter launches, introducing real-time public conversation. Facebook opens to the general public, accelerating social media adoption.
From PR firm to full-service strategic communications partner
With expanded creative, digital, and web capabilities and a new generation of leadership, R&J formally becomes R&J Strategic Communications and scales its impact across healthcare and beyond.
2013
2013 – T. Miller promoted to Account Director
2014
2014 – Somerset Medical Center merged with RWJUH New Brunswick. R&J was named agency of record for both hospitals.
2014 – As agency of record for Polaroid, R&J conducts PR and media relations campaigns in support of several new, innovative products in a category dominated by larger players. Wild success of key strategic product launches ushers in a new era of relevance for the Polaroid brand an affinity for analog in a digital age. Led to more work in more markets around the world with Polaroid.
2014 – INDUSTRY SHIFT: Mobile internet usage surpasses desktop for the first time in many markets. Facebook acquires WhatsApp for $19 billion, signaling the value of direct messaging platforms.
2015
2015 – R&J re-branded as R&J Strategic Communications, LLC, reflecting growth in staff and capabilities in design, web development, and creative services.
2015 – INDUSTRY SHIFT: Ad-blocking software usage surges. Facebook video views explode, challenging YouTube’s dominance.
2016
2016 – R&J Strategic Communications was named the digital marketing agency of record for Polaroid.
2016 – RWJ merged with Barnabas Health to create RWJBarnabas Health. R&J continued as agency of record for RWJ Somerset and RWJUH New Brunswick and partnered with Monmouth Medical Center to promote its colon cancer service line.
2016 – INDUSTRY SHIFT: Mobile advertising spending surpasses desktop. Influencer marketing becomes a recognized industry. Print newspaper circulation continues multi-year decline.
2017
2017 – R&J became agency of record for all RWJBH hospitals with support for IFPR and Medical Group.
2017 – R&J launched its “Work from Wherever” policy, giving team members flexibility to choose when and where they work, and instituted Roles, Responsibilities, and Goals (RRG) meetings three times a year.
2017 – T. Miller promoted to Associate VP
2017 – INDUSTRY SHIFT: Print ad revenue falls below digital for the first time. Podcast listenership reaches critical mass with over 60 million monthly listeners in the US.
2018
2018 – Scott Marioni was named President of R&J Strategic Communications, recognizing his strategic guidance, collaborative leadership, and pivotal role in driving the agency’s growth.
2018 – Picatinny brand refresh and website build?
2018 – T. Miller promoted to VP
2018 – INDUSTRY SHIFT: GDPR takes effect in Europe, changing digital marketing practices globally. TikTok gains international traction, introducing short-form vertical video to mainstream audiences.
Redefining how, and where, work gets done
Remote work, platform fragmentation, AI, and leadership transition define this chapter. R&J embraces flexibility, technology, and evolution while staying grounded in its core values.
2019
2019 –Office renovation of 1140
2019 – Tiffany Miller promoted to EVP accepts partnership in the company. John Lonsdorf was inducted into the New Jersey Advertising Hall of Fame.
2019 – INDUSTRY SHIFT: Digital advertising accounts for more than 50% of total global ad spending. Legacy media companies continue consolidation to survive.
2020-2021
2020-2021 – The COVID pandemic and lockdown changed the nature of work. R&J adapted by offering remote work options to all employees.
2020 – Extensive COVID-related communications on behalf of ALL clients, with particular challenges for those in healthcare and CRE. R&J, from home-based locations around the state, helped clients develop and execute extremely challenging communications programs to keep ALL of their constituents informed about policies, protocols, safety and well-being in an unprecedented moment.
2020 – R&J works with St. Francis Veterinary hospital on innovative campaign.
2020-2021 – INDUSTRY SHIFT: The COVID pandemic accelerates digital transformation. Video conferencing, virtual events, and digital-first strategies become standard. E-commerce and digital media consumption surge. Local newspapers face existential crisis as ad revenue collapses.
2022
2022 – INDUSTRY SHIFT: TikTok becomes the most downloaded app globally. Traditional broadcast TV viewership continues to decline as streaming dominates.
2023
2023 – INDUSTRY SHIFT: ChatGPT and generative AI tools transform content creation. Threads launches as Meta’s Twitter competitor, highlighting continued platform fragmentation.
2024
November 2024 – John Lonsdorf retired from active work with the company, turning over day-to-day operations to Scott Marioni and Tiffany Miller.
2024 – INDUSTRY SHIFT: AI integration in marketing tools becomes standard. Traditional media continues consolidation. Influencer marketing matures into a multi-billion dollar industry.
2025
2025 – R&J Strategic Communications relocated to 50 Division St. in Somerville, NJ.
2025 – INDUSTRY SHIFT: The media landscape is fully fragmented across streaming platforms, social media, podcasts, newsletters, and niche digital communities. Traditional mass media no longer exists in its 20th-century form.
2026
2026 – Looking Forward: As R&J Strategic Communications approaches its 40th anniversary, the agency continues to evolve alongside a communications landscape that bears little resemblance to the one that existed when three colleagues opened their doors in Livingston in 1986.
