About

In 2016, our president and co-founder Bob Spoerl created Bear Icebox alongside two other colleagues who had studied journalism at Northwestern University and each worked in various corporate gigs: from journalists to communications pros to public relations directors. The premise was simple: Create something that wasn’t like what they had quite seen before in public relations. Our founding team believed PR needed a more familial, less corporate culture to produce the best results for clients. Over the years, much has changed but our familial philosophy has remained the same. It has yielded fantastic results for our clients and they return to us time and time again to share their stories with the world.

Fast forward to 2021: DeAnna Spoerl jumped in alongside Bob Spoerl, the remaining original founder of Bear Icebox, to jumpstart the brand. The two of them took our agency’s call to be a familial agency quite literally—Bob and DeAnna are not only life but business partners. DeAnna brought her years of experience in sales and customer service in the corporate world and higher education and worked with Bob on a plan to quickly scale our business. The results were evident within months: DeAnna, as Director of Client Services and all around growth-getter, helped us rocket the brand to a period of 4x growth, allowing Bear Icebox to hire, expand our team base and reach more clients with our award-winning services.

Bear Icebox positions brands for their next stage of success, including hyper-growth and acquisition, early phase investments, major fundraising rounds, and successful sales and marketing/communications initiatives for multi-billion dollar companies. Our team of honey-grabbing Bears also excels at helping mid-size companies and legacy brands build awareness that helps drive lead generation and revenue growth.

We know the media extremely well and understand the kinds of stories that sell. On the content side, our team consists of trained journalists and writers. Bear Icebox also has talented creatives and writers on the team, which helps us develop unique integrated campaigns for our clients quickly and efficiently.

Bob + DeAnna Spoerl