Baden Bower/Courtesy of Baden Bower The traditional public relations industry operates on established norms where relationships and monthly retainers have long been standard practice. Then came AJ Ignacio, who decided to challenge conventional models with a different approach: offering guarantees for PR work. Baden Bower emerged from Australia four years ago with an approach that diverged from industry standards. According to the company, Ignacio decided to offer money-back guarantees for media placements.