PR AGENCY NETWORK A BOUTIQUE APPROACH WITH GLOBAL INTELLIGENCE
C O N TA C T D E TA I L S
Sara Jensen SERMO Communications & Talk PR
JANE BOARDMAN, CEO
36 Golden Square London, W1F 9EE Tel + 44 207 544 3856 www.talkpr.com
Nina Kaminer Nike Communications, Inc. 75 Broad Street, Suite 510 New York, NY 10004 Tel + 1 212 529 3400 5600 Wilshire Blvd, Suite 421 Los Angeles, CA 90036 Tel + 1 323 272 4375 www.nikecomm.com
Nathalie Varagnat Me&Us 32 rue Notre Dame des Victoires 75002 Paris Tel + 33 1 55 80 10 44 www.meandus.fr
Laura Loiseau & Guillemette Sanz Nota Bene Génova 11 – 6° 28004 Madrid Tel + 34 91 308 16 04 www.notabene.es
www.sermocommunications.com
PR AGENCY NETWORK A BOUTIQUE APPROACH WITH GLOBAL INTELLIGENCE
HOW SERMO WORKS A BOUTIQUE APPROACH WITH GLOBAL INTELLIGENCE SERMO is a new, international network of independent PR consultancies with a difference. We offer global intelligence and capability. We also offer a bespoke approach to creating and activating stand out international and local PR campaigns and events. We are all boutique agencies, united in our passion for excellence and making a difference to your business. We combine great strong connections and the latest tools with creative, executional brilliance and ground this within a global mindset and top level strategy.
SERMO’s partners are particularly experienced and connected in the luxury and premium lifestyle sectors – as well as consumer goods in general. The network is backed by the discipline and infrastructure of M&C Saatchi (parent company of Talk PR, the initiator of the network). M&C Saatchi is the only agency to be international from birth. It currently has 21 offices in 15 countries around the world. All share the same entrepreneurial spirit.
HOW SERMO WORKS We recognise that there are certain things that have to be consistent, wherever you operate. Rigorous processes, ruthless attention to detail, influential connections, exceptional execution and a demonstrable return on your investment are key. We also understand the importance of PR campaigns that offer flex. What might work in mainland China might not be the most effective approach in Brazil: you might want on the ground support in Italy but retain an existing local PR consultancy or utilise an in-house team in Hong Kong. We understand that one size doesn’t fit all – to which our international clients can testify. In most instances, one lead agency within our group is the custodian of your brief and coordinates the execution and evaluation of international campaigns but we are happy to work with clients to shape and adapt a best fit model for each and every venture.
WHO WE WORK WITHOUR POINT OF DIFFEREN WHO WE WORK WITH SERMO has directed campaigns for some of the world’s most influential brands, including: Microsoft, American Express, Bvlgari, Dom PÊrignon, Krug & Veuve Clicquot, Chivas Regal, Benetton, Longchamp, Jaguar, EMI, TAG Heuer and Armani. SERMO manages P & G Prestige Products and P & G Professional Haircare across several offices. Our broad spectrum client base spans luxury, beauty, fashion, consumer tech, food, drink, sport, the arts, travel and retail. Our intention is to unveil further SERMO affiliates and insight partners in territories, while staying true to our values and high standards.
OUR POINT OF DIFFERENCE Lies in our people and their powerful combination of thinking and doing. We offer hands-on senior experienced operators who combine strong strategic skills, fantastic connections and the ability to harness the power of influence among those that have the power to make and shape your brand, with flawless implementation that delivers outstanding results. We can create bespoke teams operating in London,
internationally, or even in your office. Our speciality is consumer PR and being close to lifestyle and media trends but we regularly work with a hand -picked outer circle of digital, experiential, direct marketing, social marketing and online experts and industry opinion formers.
W E H A V E P A S S I O N T H A TWPEA K YN S OW ONE SIZE DO W E H AV E P A S S I O N T H AT P AY S
WE KNOW ONE SIZE DOESN’T FIT ALL
SERMO is a dynamic network and we will be hungry and passionate about your business.
Not everyone wants the same thing.
We thrive on a challenge.
Our “PR Squared” model addresses this.
We are equally at home with short term tactical projects to deliver high impact editorial as we are with longer term strategic campaigns.
Using it as a template, we work with clients to determine the exact scope of work required to service their business. This approach ensures that each client receives a bespoke prescription of expert consultancy and delivery in four key areas:
We don’t like to overcomplicate things so you’ll find us refreshingly honest and hugely collaborative. We value our relationships with our clients and the feeling is mutual. Most of our clients are retained with us for years. We have worked in-house, in-agency and in the media and we understand the challenges of each.
BIG IDEAS Strategic and creative ideas, proactive and reactive
IMPLEMENTATION Programme delivery
CONNECTIONS Media and influencer relationships and leverage
BUSINESS MANAGEMENT Evaluation and feedback, managing capacity and workload, learn and reapply
EWS H NA ’ TT FYI O T UA LS LE E I S W H A TO Y UO R UD G I GEITT A L P R O P O S I T W H AT Y O U S E E I S W H AT Y O U G E T
O U R D I G I TA L P R O P O S I T I O N
SERMO wants to make sure that relationships with our clients are fantastic: effective and profitable for both parties.
While our consultants are already using digital alongside traditional media, we created DIGiTALK for clients that require bigger digital thinking.
We also think they should be fun. We have a number of processes and philosophies in place that make our relationships successful. Some of these are: • • •
Immersion - we want to fully understand your business and absorb your culture, become one of your team. Integration - build a relationship with your other marketing agencies so communication solutions are entirely integrated. Access - senior management access is guaranteed.
DIGiTALK comprises a team of consultants that have a track record in implementing digital campaigns for a variety of different brands, including Swarovski, Nokia, Fosters, Hunter and Dixons Group International. True to SERMO’s philosophy for communications, DIGiTALK’s approach is to develop creative campaigns based on sound strategy and insight.
I OENA R E P R O U D O F O U R R E S U L T S A N D A R E H A P W W E A R E P R O U D O F O U R R E S U LT S A N D A R E H A P P Y T O B E JUDGED BY THEM • C O V E R A G E E V A L U AT I O N We are happy to work with your system or recommend our own but targets should be clear and agreed at the beginning of all activity and should be reviewed every month and overviewed every quarter. •SALES DRIVERS We are part of your team and true business partners we relish being kept up to speed on business results and will work with you to analyse PR impact on sales. SERMO Communications: a boutique approach, with global intelligence
•INFLUENCER ATTITUDES We recommend benchmarking to assess familiarity and favourability and key brand attributes year on year among your key influencers/communities. •RELATIONSHIP ASSESSMENT Assessment of results should also include our working relationship. We propose regular 360° relationship reviews to make sure we’re getting the best from each other. www.sermocommunications.com
O U R C O M PA N Y
PY TO BE Talk PR is a London based boutique PR agency and the initiator of the international network SERMO. Established in August 2001 by strategic heavy hitters with many years’ experience, Talk PR heads up a staff of 30 in its London headquarters and is backed by the discipline and infrastructure of a major global player in M&C Saatchi. One of its founding principles was to hire senior players to act as hands on strategic counsel and project implementers. Talk PR specialises in consumer PR, luxury, fashion, beauty, travel and food & drink. UNITED KINGDOM LONDON
Most of our new clients come to us from referral: we would be happy to put you in touch. We have managed global campaigns on behalf of clients since the beginning and our UK-specific clientele includes: Bicester Village, British Fashion Council, Bundle Box, Carlsberg, DSGI, ELLE, Giovanni Rana, Hunter, Indesit, Lowcostholidays.com, mydeco.com, Pernod Ricard, Pinko, P & G, The Sanctuary Spa & Products, Swarovski Crystallized and Travelex.
Jane has worked in consumer PR for over 20 years and is an expert in brand positioning, management and creating powerful campaigns for a wide range of consumer clients.
Sara has over 18 years experience in brand PR consultancy and has worked with a number of blue chip organisations in the UK and internationally on consumer, corporate and B2B PR, including crisis and issues management. She heads up Talk’s consumer brands division and is particularly connected in the food and drink arenas and luxury lifestyle.
Jane established Talk PR in 2001 backed by M&C Saatchi. Talk PR now has fee income of £3million, 30 staff and clients including British Fashion Council, DSGI, Hunter, Pernod Ricard, P & G and Swarovski.
Previous clients include Diageo, Bacardi Martini and Mars Confectionery and the generic food & drink export agencies for Ireland, Germany and Sweden.
Jane has specific expertise within the fashion/luxury sector, where she has established strong connections with influencers, media and experts. She acts as strategic consultant to the British Fashion Council and advises P & G Beauty and P & G Prestige Products on beauty influencer management. In addition Jane provides luxury communications consultancy to American Express (Centurion). JANE BOARDMAN, CEO
Jane was on the panel of judges for the British Society of Magazine Editors Awards 2006. She was also a guest speaker for the British Creative Exchange event ‘The changing face of Art & Audience’ in 2007. Jane is Chair of the Development Board for Dance Umbrella, the UK based International Festival of Contemporary Dance and is also an external examiner at London College of Fashion.
Sara has also directed a number of global brand initiatives for clients ranging from Ericsson to P & G and coordinated major events, including Giorgio Armani’s biggest-ever event: One Night Only.
SARA JENSEN, BOARD DIRECTOR
Leveraging sponsorship properties in entertainment and sport are also areas of expertise. She headed up the consumer division of Australia’s leading PR consultancy in Sydney during the Olympics and assisted sponsors such as telecommunications sponsor Telstra. She has worked on UK government campaign initiatives to promote understanding and behaviour change among parents on Child Tax Credits and was involved in launching and sustaining awareness of the Child Trust Fund on behalf of HM Revenue & Customs.
In addition Jane is Chairman of three other companies within the M&C Saatchi Group: Provenance, a strategic and creative agency focused on the luxury sector. M&C Saatchi Sport & Entertainment, which focuses on the 360 degree activation of brand sponsorships in the world of Sport, Film and Music. Audience, a social marketing organisation in the public and voluntary sector.
Today, Sara’s client portfolio includes global and UK-specific remits for Pernod Ricard and P & G Prestige Products (D&G and Dolce & Gabbana) and P & G Haircare (Sassoon). Her team also handles UK consumer and trade PR for Carlsberg, Italy’s no. 1 fresh pasta brand Giovanni Rana and Indesit.
Nike Communications is a full-service public relations firm specializing in the marketing and promotion of luxury goods and premium lifestyle services. Founded by Nina Kaminer in 1984, Nike Communications offers a tribute to the goddess from whom we draw inspiration. An agency that lives up to its mythological namesake. Performance. Achievement. Victory. A classic success story. An agency that can leverage the tradition, heritage and legacy of our clients with new trends, fashion and style. USA NEW YORK-LOS ANGELES
Our raison d’être is to enhance the image of our clients and build their brands. Our portfolio is comprised of an elite group of companies that are recognized throughout the world and represent a tradition of luxury, prestige and quality. Nike Communications current clientele includes: Belstaff, Benedictine, Chelsea Premium Outlets, Dewar’s, Esprit, Geox, Italian Trade Commission, Keeneland, Luxottica, Martini & Rossi, Mouton Rothschild, Panerai, P & G Prestige Products (Burberry, Hugo Boss & Lacoste), Robert Mondavi, Rosewood Hotel & Resorts, Vacheron Constantin and Vertu to name a few.
In 1984, Nina founded Nike Communications, a full service public relations firm specializing in the marketing and promotion of luxury goods and premium lifestyle products.
NINA KAMINER, PRESIDENT & FOUNDER
Nina received a degree in degree in Classics at Amherst College where she produced original translations of Ancient Greek dramas – literally “reinventing the classics” for a modern audience. This admittedly arcane pursuit prepared her exceptionally well for her self-imposed professional challenge: to help classic brands reinvent themselves in order to appeal to a new audience. Since that time, Nina has forged Nike Communications into a world-class PR firm with a truly unique niche: International Luxury Brand Development. She is as at home in Paris, Milan and London, as she is in New York City. She is a frequent guest speaker for the Luxury Marketing Council, has been a guest speaker at American Express Publishing’s Luxury Summit and was profiled in the Luxury Briefing.
Peter graduated with honours from King’s College, London in 1995. He began his career in London at TONI&GUY, where he was responsible for the global launch of TIGI’s Bedhead line. Peter subsequently worked for high-profile UK PR agencies where he developed a reputation representing P & G fashion fragrance brands including Hugo Boss, Helmut Lang and Yohji Yamamoto as well as Fudge and Joico professional haircare lines. PETER MALACHI, C R E AT I V E D I R E C T O R
After re-locating to New York City in 2000, Peter was hired by Nike Communications to represent a spectrum of lifestyle accounts, including Jo Hansford Haircare, Rosewood’s Caribbean Resorts and Vacheron Constantin, the world’s oldest Swiss watchmaker. After leaving the Agency for three years to work at L’Oreal USA as VP PR for the Japanese cosmetic brand Shu Uemura and subsequently as Global VP PR for MAC Cosmetics, Peter returned to Nike as Creative Director where he is responsible for developing creative public relations strategy and managing key accounts, including the Agency’s portfolio of P & G Prestige fragrances: Burberry, Lacoste and Hugo Boss.
Nota Bene has worked with brands from a wide range of sectors, mainly in lifestyle such as fashion, beauty, sports, arts & decoration and gastronomy as well as luxury and consumer fields. Established in 1995, Nota Bene was created as an alternative to large international communications agencies, with one philosophy in mind, looking after the corporate image of our clients. Nota Bene is a Latin expression meaning “take good note,” in the sense of “watch out for this” or “check this out.” It is often used in books to call the readers’ attention to a specific point. It is commonly referred to by its acronym N.B. S PA I N - M A D R I D
Nota Bene develops communications plans in accordance with each individual firm. Whether that be promoting companies’ presence or making products and services widely known with a personalized approach. Nota Bene can provide product and corporate communication as well as event services. Currently, it has a portfolio composed of more than 30 clients, including international groups such as P & G, LVMH, Carrefour and Benetton Group.
Laura is one of Nota Bene’s two shareholders. She has studied and lived in several countries (UK, Germany, France and Spain). She worked in cosmetics brands marketing in Paris for five years (LVMH Group) and then in consumer PR in Spain, where she’s been working for the last 18 years.
Guillemette is one of Nota Bene’s two shareholders. She is French-Spanish and has lived in Madrid, Spain for the last 20 years.
GUILLEMETTE SANZ, CEO
Guillemette established Nota Bene with her partner Laura 15 years ago, as a new boutique PR concept in Spain. Nota Bene now has a staff of 20 and clients in various lifestyle areas such as beauty, fashion, sports, food, art and decoration. Nota Bene’s clients currently include P & G (Dolce & Gabbana Parfums, Gucci Parfums, SK-II, Wella, Sebastian, SP), LVMH Watch & Jewellery (TAG Heuer, Zenith), Carrefour (Tex, Carrefour Home, and trade sales), Longchamp, H. Stern, Benetton, The North Face and Lotto among others. Guillemette has specific expertise in the consumer, beauty and fashion/luxury sectors. She is a communications consultant for P & G and LVMH Watch and Jewellery. She has personally managed a number of high-profile PR campaigns such as SK-II or H. Stern launches on the Spanish national market, as well as TAG Heuer new product campaigns. Guillemette is now particularly interested in developing PR campaigns based on environmental sustainability and corporate social responsibility.
LAURA LOISEAU, CEO
Laura founded Nota Bene in 1995 together with her partner Guillemette as an alternative to big international PR companies with the idea of offering an individual boutique proposition to their clients. Nota Bene currently has a fee income of €2million, a staff of 20 and a wide range of clients including P & G, (SK-II, Gucci and Dolce & Gabbana Parfums), Benetton, LVMH watches and spirits (TAG Heuer, Zenith, Veuve Clicquot, Krug), Carrefour, The North Face and Longchamp among others. Laura has specific expertise in the fashion/luxury, lifestyle, sport, food and drink, e-business and art & decoration sectors, where she keeps strong ties with opinion leaders, media personalities and experts. She is particularly interested in the food and drink, decoration, art and tourism industries. French by birth, Laura has become a real fan of the Spanish way of life after 18 years in Madrid.
Me&Us is a boutique PR agency specialised in accompanying brand transformation and launching new brands. Established in 2007, Me&Us has been created on a simple idea: to reinvent PR to help our clients face new consumers, media and environmental stakes.
M&CSAATCHI GROUP F R A N C E - PA R I S
Me&Us aims to answer media fragmentation by multiplying touch points while defending brand consistency. Me&Us wants to be innovative not only in identifying powerful insights and creative ideas but also in amplifying brand voice, managing opinions, interacting with different brand’s stakeholders and using social media to its full potential. Me&Us also relies on a huge network of influencers: trendsetters, designers, producers and writers. Me&Us has launched and relaunched a great number of brands including luxury brands. Me&Us partners with major events such as the Bicentenary of Chopin and the Bicentenary of the Paris Bar and accompanies brands who have the ambition to play a stronger social, environmental or cultural role, such as Renault, Lagardère Active, Microsoft, Nespresso and Lacoste.
In early 2007, Nathalie created Me&Us, PR arm of the M&C Saatchi Group in France.
N AT H A L IE VA R A G N AT P R ES ID EN T
A graduate of ESCP, Nathalie has over 25 years experience in brand consultancy, global communications PR and coaching. Starting at Ogilvy in October 1983, Nathalie joined TBWA in 1986 and became Partner in 1992. In 1995, Maurice Lévy appointed her Partner of Publicis Conseil, Member of Excom. She managed major international clients such as Lancôme, Coca Cola, Nestlé Waters and Unilever Bestfoods. In early 1999, Nathalie was appointed President of Euros RSCG Works (€21million of revenue, over 15% margin), a global communications firm specialising in luxury brands (Louis Vuitton, Dior, Dunhill and Lacoste) and IT (Intel, Microsoft, Philips and Vivendi). In mid 2001, Nathalie joined Guy Leymarie, CEO of Cartier, as International Communication Director, Member of the Excom. Following the departure of Guy for De Beers in London at end of 2003, Nathalie became President of Landor (€ 15 million of revenue, 22% of margin).
ANNE PELLOUX SENIOR GROUP ACCOUNT DIRECTOR
Nathalie’s major reference points are international consumers brands (Lancôme, Danone, Coca Cola, Nestlé, Unilever and P & G – launch of Pantene), global luxury brands (Louis Vuitton, Dior, Dunhill, Cartier, Hennessy and Lacoste), IT (Microsoft, Intel, Philips, Vivendi, Alcatel and France Telecom), government campaign initiatives (INPES, Ministère de la Défense, Ministère de l’Industrie, Ministère de la Santé and INCA) and industry leading groups (Renault, EADS and Péchiney).
M&CSAATCHI GROUP
Anne joined the agency as senior group account director and beauty expert in 2010. A graduate of ESCE business school in 1996, Anne has over 14 years of experience in marketing and product management. Starting at Dermophil Group as a product manager in 1997, Anne joined Balmain Perfumes in 1999 as a marketing manager. Anne was appointed group account director on special projects during her six year tenure at Marie Claire Groupe and most recently joins Me&Us from Laboratoire Nuxe where she served as marketing manager on skincare. Anne is the founder and president of the Beauty Full Network, in which she still helms the network in conjunction with working at Me&Us.
M&CSAATCHI GROUP
O T H E R PA RT N E R S
OTHER PA RT N E R S
Beth Garcia Approach Eduardo Guinle street, 57 Botafogo, Rio de Janeiro, RJ CEP: 22260-090 Tel +21 3461 4616 www.approach.com.br Arjun Sawhney TCCGGD A-178, C-3 Ground Floor, Saini Bhawan Bhisham Pitamah, Kotla Mubarakpur, New Delhi 3 Tel +91 11 41566791 www.tccggd.com Bastian Wong Flare 1604, Eton Tower, 8 Hysan Avenue Causeway Bay, Hong Kong Tel +852 2807 1272 www.flare.hk