Caster Communications Inc., a consumer tech PR and marketing firm, has been acquired by long-time leaders Alexandra “Alex” Crabb and Peter Girard, marking a deliberate ownership transition designed to ensure continuity for clients, partners and employees while positioning the agency for its next chapter of growth.

Under Crabb and Girard’s ownership, Caster will continue to operate under the same brand, team structure and client service model.

Effective immediately, Crabb will assume the role of president of Caster. Girard will continue as senior vice president. Founder Kimberly Lancaster will remain actively involved with the firm through August 2026 to support an orderly transition of leadership, client relationships and operations. Following this transition period, Lancaster will exit from Caster. 

Crabb and Girard have each played integral roles in the firm’s success and day-to-day leadership. Together, they bring deep institutional knowledge, trusted client and media relationships, and a shared vision for Caster’s future.

“This transition has been thoughtfully planned,” Lancaster said. “Alex and Pete are exceptional leaders and outstanding PR professionals who understand our clients, our culture and the values that have guided this firm from the beginning. I have complete confidence in their leadership and in the extraordinary Caster team they will continue to grow.”

Lancaster founded Caster with the belief that strong communications could shape brands, influence culture and build lasting trust between companies and the audiences they serve. Over the years, the firm has partnered with category-defining companies and emerging innovators alike, helping them navigate moments of growth, change and visibility.

“I’ve spent much of my career at Caster, so stepping into this role is both meaningful and exciting. Kim built something rare and special in our industry: a team that cares deeply about the outcomes we deliver,” Crabb said. “Pete and I are honored to carry that forward. We will keep investing in our people and our clients, strengthening the relationships that define this agency, and helping innovative companies earn the visibility and credibility they deserve.”

Photo courtesy of Caster Communications.

While Lancaster is stepping away from ownership, she is not stepping away from purpose.

“Agency work and owning a small business is incredibly demanding; big sacrifices came with big rewards,” Lancaster said. “I have always found deep purpose in using my experience, instincts and creativity to help organizations and leaders do meaningful work. What is changing is how intentionally I will use my time. You can call it retirement; I can call it my next adventure.”

Lancaster emphasized that the timing of the transition reflects the absolute strength of Caster. “Caster is healthy, respected and owned by people I trust completely,” she said. “That is exactly when a founder should step back. This transition is about leaving something strong behind, creating opportunity for the people who are here, and opening space for me.”

Following her exit, Lancaster plans to focus on select advisory work, local initiatives and personal passion projects. “From family to friends, everyone asks what I am going to do next,” she said. “Next is not my intention; right now, my sole focus is on things I never seem to have time to do.”