PR AGENCY NETWORK
A BOUTIQUE APPROACH WITH GLOBAL INTELLIGENCE
WHO ARE WE 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. SERMO Communications’ founding partners are: • Talk PR, London • Nota Bene, Madrid • Me&Us, Paris • Nike Communications, New York & Los Angeles
CHANGING THE RULES SERMO Communications changes the rules of international networks. We joined forces because we believe passionately in offering a bespoke and enterprising approach, which combines flexibility, transparency and passion – and because we wanted to. We’re a love match as opposed to an arranged marriage. We offer a global perspective on strategic and creative solutions, flavoured by local insights and influencer connections. We also offer consistent excellence in delivery - our attention to detail surpasses our competitors and exceeds the expectations of some of the world’s leading companies. SERMO has managed campaigns for some of the world’s most influential brands including: Microsoft, American Express, Bvlgari, Dom Pérignon, 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 and retail.
OUR VISION Our intention is to unveil further SERMO affiliates and insight partners, while staying true to our values and exceptional, high standards.
NETWORK AFFILIATES Our SERMO network of affiliates comprise agencies we happily will give business referrals to. Each is also willing to assist in providing insights (within reason!) •
Rio de Janeiro, Brazil – Approach
•
Mumbai, India – TCCGGD (The Communication Council/Green Goose Design)
•
Shanghai, China – Win PR
•
Causeway Bay, Hong Kong– Flare
•
Sydney, Australia – One Green Bean
•
Moscow, Russia – R.S.V.P.
NETWORK INTELLIGENCE PARTNERS We have access to additional experts who can provide us with insights in the following markets: -
Korea
-
Japan
-
Singapore
-
South Africa
-
Nordics
Please note that this service isn’t for free. If you wish to utilise, please go through Tanya Hughes @ Talk PR – tanya.hughes@talkpr.com
HOW SERMO WORKS We understand that in international PR, one size does not fit all. A campaign in Mainland China is unlikely to travel verbatim to Brazil. You might already have support in Italy - an in house team or local agency - and need strategic direction across territories; on the ground support in Spain and LA. SERMO can create bespoke teams operating in London, internationally or even in your office. In most instances, one lead agency within our group will be custodian of your brief and coordinate activity and execution but we are happy to work with clients to shape and adapt a best fit model to your own specific requirements.
HOW SERMO WORKS •
Four founding partners have nominated a SERMO board which directs the network & co funds the production of collateral and administrative support for the network
•
10% of first year’s fee as kick back to founding partner facilitating business win
•
15% kick back re network affiliates
•
Intelligence Partner costs re providing insights/support to be agreed direct on an ad hoc basis, depending on scope of work
•
An intranet site which will hold useful tools, databases and case studies which we can update and exchange
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 with flawless implementation among those that have the power to make and shape your brand and deliver outstanding results.
Our speciality is consumer PR and social marketing but we regularly work with a handpicked outer circle of digital, experiential, direct marketing and online experts and industry opinion formers.
WE KNOW ONE SIZE DOESN’T FIT ALL Not everyone wants the same thing. Our “PR Squared” model addresses this. 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: BIG IDEAS
IMPLEMENTATION
Strategic and creative ideas, proactive and reactive
Programme delivery
CONNECTIONS
BUSINESS MANAGEMENT
Media and influencer relationships and leverage
Evaluation and feedback, managing capacity and workload, learn and reapply
OUR DIGITAL PROPOSITION While many of our consultants are already using digital alongside traditional media we created DIGiTALK for clients that require bigger digital thinking. DIGiTALK comprises a team of consultants that have a track record in implementing digital campaigns for a variety of different brands including: Swarovski, Nokia, 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.
OUR DIGITAL PROPOSITION Content creation Content distribution
Evaluation
Social networking
Content hosting
Online reputation tracking
Digital relations Issues management
WE ARE PROUD OF OUR RESULTS AND ARE HAPPY TO BE JUDGED BY THEM RESULTS SHOULD DRIVE AN EFFECTIVE PR PROGRAMME AND SHOULD BE MULTI LAYERED WHEREVER POSSIBLE • Coverage Evaluation We are happy to work with your system or recommend our own but targets should be clear and agreed upon at the beginning of all activity and 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. • Influencer Attitudes We recommend benchmarking to assess familiarity and favourability and key brand attributes year-onyear 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.
IN OUR EXPERIENCE - UK
IN OUR EXPERIENCE - FRANCE
IN OUR EXPERIENCE - SPAIN
IN OUR EXPERIENCE – AMERICA
SOME EXAMPLES OF OUR WORK… UK
SEBASTIAN PROFESSIONAL GBU THE REINVENTION Challenge •
Launch new, re-invented Sebastian Professional to EMEA media.
•
Reinforce brand equity of ‘fearless hair fashion.’
Strategy •
Use multi-layered approach for maximum effect and to reinforce Sebastian positioning.
•
New range line up presented at dedicated press conference with Editorial Stylists and Sebastian Professional visionary Cory Kennedy.
•
Followed by sponsorship of House of Holland London Fashion Week February ‘09 with Sebastian Creative Team and after show party.
Results •
Aligning with high profile fashion event helped secure excellent EMEA attendance (x 50 journalists).
•
Sebastian Professional as visionary and fearless successfully brought to life.
•
Collaborating with Henry Holland helped position the brand as cutting edge and gave access to celebrities not normally associated with the brand e.g., Agyness Deyn, Kanye West.
•
Resulted in widespread coverage throughout EMEA.
AMERICAN EXPRESS Challenge •
Create a pan-European platform for Amex that: –
Reinforces its luxury positioning and builds brand loyalty with affluent Cardmembers.
–
Supports premium revitalisation activities.
–
Generates editorial media in business/lifestyle/consumer.
–
Enhances relationship with luxury merchants.
–
Inspires new marketing/customer service initiatives within the affluent customer sector.
Strategy •
The ‘21st Centurion Living’ report outlined the future of luxury in a unique manner: –
Focus on a broad lifestyle spectrum including: design, fashion, food and travel.
–
Interview the Futures100 – an exclusive panel of global trend leaders including: Giorgio Armani, Ian Schrager, Tyler Brûlé, Marcel Wanders and Alexander McQueen.
–
Target pan-European and local lifestyle and business media, merchants and Cardmembers in nine markets simultaneously.
Results •
72 quality, in-depth editorial features with an audience reach of 339m across nine European markets including: CNBC, Financial Times, Welt am Sonntag, Corriere della Sera and Vogue Spain.
•
Success of the project lead to roll out of the report into APAC & US.
0
EMPORIO ARMANI Challenge • Manage the media surrounding Emporio Armani ‘One Night Only’ – Armani’s biggest ever event, marking Armani’s first foray into London Fashion Week and the launch of the EA capsule collection for product RED for The Global Fund. • Secure maximum global coverage. Strategy • Use visit and ‘One Night Only’ as a springboard to share Mr Armani’s respect for London and London Fashion Week creatively and commercially and secure in-depth profiles on Mr Armani from business to lifestyle. • • • • •
Manage and create media opportunities during Mr Armani's week in London – from his arrival to new store openings and special events. Host a special cocktail evening for British Fashion Council members and LFW designers. Manage media accreditation and celebrity access on night. Set-up worldwide media distribution service via regular satellite feeds and FTP site. Seek exclusive angles on ‘One Night Only’ – from negotiation of paparazzi access to features on make-up and event set-up.
Results • •
£3.6million worth of UK editorial coverage achieved including: Vogue, Harpers Bazaar and GQ. Achieved huge worldwide coverage of ‘One Night Only’ – highlights include: MTV Europe (featured in 55 countries), ABC News, USA and Oprah.
HUNTER Challenge •
Support the 360 degree brand refresh across product development, retail, point of sale, marketing & PR.
•
Communicate the extended product range, catering to both the core customer base and the brand’s growing international fans.
•
Secure product placement in relevant fashion, lifestyle and countryside titles, across broadcast, print and online.
Strategy •
Capitalise on Hunter’s growing international recognition as a British heritage brand with a global lifestyle offer.
•
Adopt a tailored approach to best communicate with both audiences, fashion/lifestyle and core media.
•
Define a communications platform to apply to all activity / messaging: “Original. British. Style.”
•
Behave as a fashion brand with seasonal press events to showcase new collections.
•
Leverage scheduled collaborations and events for maximum PR output, e.g., Water Aid at Glastonbury.
•
Strategic product placement with media and high profile names in relevant fields e.g., musicians, gardeners.
Results •
96 pieces of coverage (Q1).
•
OTS 69,544,307.
•
Advertising value: £544,882.
SWAROVSKI CRYSTALLIZED Challenge •
Re-ignite interest in the store concept and product offer on Great Marlborough Street, London.
•
Initial focus on celebrity led titles, moving to influencer and style titles from February 2009.
•
Identify credible and relevant celebrities to dress, securing endorsements wherever possible for Swarovski Crystallized website.
Strategy •
Re-introduce key fashion and style press to the offer via one on one appointments in store.
•
Halo customising offer with existing pieces.
•
Utilise celebrity contacts to get key targets engaging with product.
•
Secure sample deliveries in keeping with glossy magazine lead times.
•
Leverage designer collaborations for added credibility.
•
Reposition brand to young, edgy audience.
Results •
After working with the client for one month, secured Lindsey Lohan, Samantha Ronson, Sugababes, Daisy Lowe, Alexa Chung, Kelly Brook and Rachel Stevens via store visits and product placement.
•
52 pieces of coverage with advertising value of £524,564.
•
OTS 31,936, 72.
HAVANA CLUB RUM Challenge • Raise awareness of and engagement with Havana Club rum’s global arts initiative, Havana Cultura. •
Secure editorial coverage on Havana Cultura and its artists – from the visual arts to dance and music.
•
Drive traffic to www.havana-cultura.com.
•
Turn Havana Club customers across the globe into Havana Cultura fans.
Strategy • Develop a global PR launch platform ‘Havana Inspired’ for showcasing Cuban artistic talent on and off line; give international markets PR collateral and support on implementing local PR campaigns. • •
•
Give memorable experiences and immerse influencers, including leveraging the 50th anniversary of the Cuban Revolution and the 10th Havana Biennial via an international arts press trip in March 2009. Secure world music expert and renowned DJ & producer Gilles Peterson as a global ambassador. Talk PR coordinated production of a double album of contemporary Cuban music, recorded with artists in Havana and produced by Peterson; included developing and rolling out a global PR and digital launch strategy and content. Arts ambassador programme - Talk PR has identified and secured key international experts for further collaborations in 2010.
Results • Online coverage of Havana Biennial - key pieces on bbc.co.uk, Urban Junkies and Virgin Media. • • •
Havana Biennial press trip editorial worth £100k+. Record hits to www.havana-cultura.com during peals of PR activity. ‘Gilles Peterson Presents Havana Cultura’ album to be launched globally at the end of October 2009.
SOME EXAMPLES OF OUR WORK… FRANCE
YVES ROCHER Challenge •
Re-assert Yves Rocher as the creator of Botanical Beauty: −
Establish a clear added value to Yves Rocher’s business model : “harvester, manufacturer, distributor.”
−
Re-build a strong link between Yves Rocher and its customers, plus attract new targets (heavy cosmetic users, 25-45, urban, more wealthy).
−
Make business/beauty/life style journalists and influencers change their brand prejudices.
−
Support the various strategic actions of the brand’s transformation program (new shop concept, launch of a specific bio range, reinforced ecological commitments – Plant for the Planet UNEP’s program - launch of an eco-hotel spa at La Gacilly in Britain, actions of the Yves Rocher Foundation and reinforced commitment to all the women).
Strategy •
Give Yves Rocher a dual role: women and environment.
•
Develop a qualitative PR strategy:
•
−
Rebuild a strong, long-term relationship between Yves Rocher’s management and key editors and journalists in business, beauty, lifestyle and consumer media.
−
Identify, train and coach brand spokespeople and define a specific role and strategy for each.
−
Assert strong position vs. beauty clichés.
(Re)-connect the brand to feminine opinion leaders by supporting the first exhibition of female artists in France: elles@centrepompidou −
Organize a major event at Centre Pompidou and invite the First 2000 French influential women (politics, artists, business, people and NGO).
Results •
In 2008, Yves Rocher media coverage has increased by 49% and has gained the 13th position on the beauty market (vs 35th in 2007).
•
In 2009, Yves Rocher media coverage has increased by 46% in number of pages and by 38% in impact in 2009 and Yves Rocher has gained the 10th position on the beauty market
•
An improved image: N°1 company preferred by the Fre nch in the FMCG industry, N°2 company French consum ers feel closest to (Global reputation index – BVA Les Echos - April 2009).
NESPRESSO Challenge •
Define a strong sponsorship communication platform that: −
Creates consistency between the different events Nespresso sponsors: Bocuse d’Or, Cannes Film Festival and Roland Garros.
−
Reinforce the brand’s premiumisation.
−
Strengthen the relationship with consumers.
Strategy •
Define a transverse communication concept to link the events: −
“Short stories about ultimate events”:
Bocuse, Roland Garros, Cannes Festival - these ultimate events are inspiring moments to live and to celebrate. Nespresso is the brand that proposes an « inspired » glance into these events. •
•
Create and share a specific website: Nespresso, to unite the Ultimate events « inspired glance » (Un autre regard) by artists or celebrities. −
The atelier of food-pairing by Sang HoonDegeimbre at Bocuse d’Or.
−
Un autre regard on Coco Chanel and Igor Stravinsky by Vincent Maravel, co-founder of Wild Bunch.
−
Un autre regard on Roland Garros by Philippe Delerm (writer), Nicolas Rey (writer) and Dupuy&Berberian (comics).
Identify influencer bloggers and e-journalists in lifestyle, fashion, movie, sports and gastronomy and motivate them to become ambassadors of the Ultimate events.
Results •
More than 100 articles/comments (France, Switzerland, Spain and Germany), including Elle, Le Monde, Première, PaperBlog, Webcomania and Idead).
•
Above 400,000 unique visitors in 6 months.
RENAULT Challenge •
Reinforce Renault’s ecological global brand image.
•
Promote the Renault eco2 signature.
•
Communicate Renault’s environmental initiatives on the entire product life cycle (design, production, distribution, behaviour and recycling).
•
Bring to life the three key brand values: human, enthusiastic and reliable.
Strategy •
Identify a credible spokesperson on environmental issues: Ellen MacArthur and give her a role at three levels. −
Act as a “catalyst for change” for Renault on key environmental issues : EMA is the witness of Renault progress.
−
Encourage the general public to take a new approach to environment: : EMA promotes eco-driving.
−
Support Renault eco2 label.
•
Launch the Renault/EMA partnership during a major international event: the 2008 Paris Motor Show.
•
Organize an international program to promote eco-driving using two levers: a website and a street event in all the major capitals.
Results •
Media coverage of the new partnership Renault/EMA announced during the 2008 Paris Motor Show: 57 articles in France in major newspapers, magazines, TV, radio and websites.
•
Around 15,000 persons participated in the Paris event.
SOME EXAMPLES OF OUR WORK… SPAIN
BENETTON Challenge •
Presenting the new Benetton Megastore in Barcelona to the press, in order to: –
Generate awareness among Barcelona’s consumers of a new store opening in the city.
–
Maximize media coverage in the business/lifestyle/consumer press about the store opening and brand expansion.
Strategy •
Use the presence in Barcelona of Luciano Benetton, President of Benetton Group, as the new store opening ambassador: –
Focus the news on a press conference plus an open day at the store for members of the local press and journalists coming from Madrid.
–
Seize the opportunity of having Luciano Benetton in Spain to generate corporate news on business and trade magazines by organizing one-to-one interviews.
Results –
A successful opening generating high brand awareness across Spain.
–
A great number of lifestyle editorials concerning the new store in Barcelona.
–
A new generation of press editorials regarding the image of Benetton and its CEO.
TAG HEUER Challenge •
Transmit the feminine side of the brand and refresh the media take on the women’s collections, in order to: –
Reinforce the feminine side of TAG Heuer as a luxury brand and create product awareness among target audiences.
–
Raise product awareness among the media and the end consumer, bearing in mind that most of the products had already been presented.
–
Increase product shopping events for the Christmas campaign.
–
Generate media coverage in lifestyle, trade and consumer press.
–
Intensify the connection between the journalists and the feminine side of the brand.
Strategy •
Introduce the press to a new event concept - a different approach to get to know the TAG Heuer collection: –
An Open Day for the fashion press, with five special meetings.
–
An introduction to the new TAG Heuer feminine concept “Time for Two.”
–
After seeing the collection, the journalists visualized their own feminine TAG Heuer watch by making cake molds.
–
Focus on a broad lifestyle spectrum including: trade, fashion, lifestyle press.
Results –
Attendance of the 60 top lifestyle journalists and members of the trade press, e.g., Vogue, Marie Claire, Telva, Elle, GQ, Vanity Fair, Glamour, Cosmopolitan, Woman, Esquire, among others.
–
Several press requests to convert articles on TAG Heuer feminine watches.
–
Numerous requests for shopping events and pictures, as well as an extremely successful event approach among the press.
–
A complete revamping of the brand’s feminine collection’s image in the press.
VEUVE CLICQUOT Challenge •
Launch a new product, Yellow Boam and communicate the main product marking the brand’s anniversary, Yellow Label 130º, in order to: –
Raise product and brand awareness among the press and consumers.
–
Maximize media coverage in lifestyle, trade and consumer press.
Strategy •
A 360º campaign around the Yellow Label flagship, to further enhance the status and reputation of Veuve Clicquot as a luxury brand through the celebration of its color and a hands-on, interactive, artistic experience: –
Link the product to an evening event with and for international celebrities to convey inspirational values.
–
Express the luxury status of Yellow Label, Veuve Clicquot’s flagship, through an artistic celebration of its color.
–
Exclusive cocktail party in the Alcázar Theater as a unique experience. This was the first time a theater was adapted to host such an event.
–
Emmanuelle Seigner as ambassador of the event, with celebrities like the French Ambassador to Spain, actors and fashion model.
Results –
Attendance of the top lifestyle journalists and food columnists, as well as high-profile opinion leaders.
–
Presence on key editorials - lifestyle, gossip, top magazines and daily supplements.
–
Several pages on Emmanuelle Seigner pre-negotiated with top magazines.
SK-II Challenge •
“Espacio SK-II” is an event that Nota Bene has been organizing for three years. The challenges met by this project are: –
Transmitting the image of SK-II as the luxury Asiatic high-tech brand to beauty editors.
–
Maximizing media coverage in lifestyle, trade and consumer press.
–
Generating trial among VIPs and KOLs.
–
Getting coverage on the new launch and the special treatment developed around this product.
–
Conveying Japanese roots and traditions.
Strategy •
Create a very luxurious Secret Place, with a special focus on the environment, so both beauty editors and VIPs / KOLs could experience the brand’s values.
•
A holistic experience to transmit the image of SK-II and the importance of its traditional Japanese roots. –
The luxurious, exclusive treatment inspired by the new launch helps create “the” perfect experience.
Results –
Great attendance of top beauty editors and chief directors of major women’s magazines.
–
Great attendance of key opinion leaders, personalities, celebrities and VIPs.
–
Great coverage results, focused both on the “Espacio SK-II” and the new product launched.
SOME EXAMPLES OF OUR WORK… USA
BURBERRY THE BEAT Challenge •
Launch new Burberry fragrances for men and women, leveraging designer/creative director Christopher Bailey’s leading role in the fragrance’s concept and creation: –
Liaison with Burberry fashion house to ensure continuity of message and alignment of messaging.
–
Utilize key brand assets, including model muse Agyness Deyn, campaign by Fabien Baron.
–
Generate extensive media coverage in leading target lifestyle and consumer press.
–
Create major sales impact at launch to support key retailer placement (Macy’s Saks, Bloomingdales).
Strategy •
Tiered communications strategy: –
Laser-like focus on target audience to offer feature story exclusives, including one-on-one interview and photo shoot with Christopher Bailey.
–
Lunch with Christopher Bailey for A-List beauty directors to secure additional feature and product coverage.
–
Launch event with Christopher Bailey at the Burberry Boutique in Soho to secure short lead buzz press and additional product coverage.
Results •
Multi-page feature stories in selected target publications: Teen Vogue, Marie Claire, Nylon for Men and LA Confidential.
•
Media circulation figures: Burberry The Beat: 319 MM. Burberry The Beat For Men: 22.9 MM.
•
Most successful fragrance launch for P & G in category, achieving #1 sales ranking at launch.
BURBERRY THE BEAT
JO HANSFORD Challenge •
Introduce London’s “Queen of Haircolor” to the United States with the launch of her signature color care haircare line: –
Drive awareness of Jo Hansford as London’s premier colorist, with iconic Mayfair salon.
–
Communicate Jo Hansford’s expertise as the “reason to believe” in color protect products.
–
Overcome quality perception due to mass positioning and product pricing.
Strategy •
Mass-tige Messaging: Access to one of the world’s greatest color experts in your local pharmacy store. –
Create Jo Hansford Salon in a suite at the Carlyle Hotel in NYC for long-lead one-on-one product demonstration and color treatments with Jo Hansford herself.
–
Communicate Jo Hansford’s celebrity clients, Elizabeth Hurley and Camilla Parker Bowles, to generate buzz, credibility and product desire.
–
Activate US media tour with Jo Hansford to meet VIP regional media and make personal TV appearances.
Results •
Extensive product publicity in target national and regional media outlets.
•
Positive product reviews in leading beauty media based on product demonstration and “salon” experience.
•
Buzz press coverage in leading image media: W, NY Post, In Style, US Weekly and Page 6.
JO HANSFORD
RIP-T FUSION Challenge •
Launch RIP-T, a new underwear brand for men from the creator of Yummie Tummie shape wear: –
Establish men’s shape wear category, products designed to enhance body shape for improved appearance.
–
Leverage new category news appeal, while credentialing product performance.
–
Engage with male audience in sensitive manner, avoiding potential embarrassment.
Strategy •
Kick off proactive media relations campaign to claim shape wear for men as dynamic new category in men’s wardrobing: –
Validate men’s market for products and services normally owned by women, in line with sales trends for male grooming, men’s beauty and men’s underwear.
–
Capitalize on business opportunity storyline, referencing existing billion dollar shape wear category for women.
–
Make purchase “safe” for consumer buy-in via technology and humorous approach.
–
Media relations communication via product loans and editor road-testing. Innovative product mailing: 6 pack of bottled beer packaged with sample of RIP-T shirt.
–
Target men’s magazines, online media outlets frequented by male target audience and regional media.
Results •
Extensive publicity in leading media including: The View (National TV), The New York Times, New York Magazine, Men.style.com and Time.com.
•
RIP-T already considered a major player in the category despite recent entry compared to main competitor.
RIP-T FUSION
WHO WE ARE
Jane Boardman, CEO, Talk PR / London, UK 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. 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. 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 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. Jane is also 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.
Tanya Hughes, Client Services Director Tanya is a communications expert with over 20 years experience in consumer, business to business and corporate PR. She specialises in fashion and luxury, and is one of the best connected and trusted operators in London. Tanya started her career at Lynne Franks PR where she began a 15 year working relationship with the British Fashion Council and introduced the first headline sponsor to London Fashion Week – P & G brand, Vidal Sassoon. This successful partnership blossomed into a long term and highly productive relationship for Talk PR with P & G Beauty at both a local and global level. Tanya continues to work with the BFC as a strategic consultant. At Talk PR, Tanya overseas campaigns for ELLE, Hunter and Bicester Village. In her role as client services director, she also drives and develops business changing ideas across all Talk PR clients. Her mantra is “Don’t just do something, stand there,” believing that in-depth thinking up front results in more creative and productive ideas. Tanya is also Group Fashion Director for the M&CSaatchi Group and is a member of the Central Strategy Unit, a cross discipline strategic and creative group that collaborates on integrated plans for brands. Tanya was a founding director of M&C Saatchi Sport & Entertainment, which focuses on the 360 degree activation of brand sponsorships in the world of Sport, Film and Music and has been a consultant for Audience, a social marketing organisation in the public and voluntary sector.
Nina Kaminer, President & Founder, Nike Communications / New York & Los Angeles, USA 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 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 Malachi, Creative Director, Nike Communications / New York & Los Angeles, USA
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. 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.
Guillemette Sanz, CEO, Nota Bene / Madrid, SPAIN 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 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), LVMH Watch & Jewellery (TAG Heuer, Zenith), Carrefour (Tex, Carrefour Home, 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, Nota Bene / Madrid, SPAIN Laura is one of Nota Bene’s two shareholders. She has studied and lived in several different 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. 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, Venteprivee.com, 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.
Nathalie Varagnat, President, ME&US / Paris, FRANCE In early 2007, Nathalie created Me&Us, PR arm of the M&C Saatchi Group in France. 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 (¬€15million of revenue, 22% of margin). 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).
Anne Pelloux, Senior Group Account Director , ME&US / Paris, FRANCE 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 skin care. 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.
TALK TO US… Tanya Hughes SERMO Communications & Talk PR 36 Golden Square London W1F 9EE Tel + 44 207 544 3670 www.talkpr.com Nathalie Varagnat Me&Us 32, rue Notre Dame des Victoires 75002 Paris Tel + 33 1 55 80 10 44 www.meandus.fr Nina Kaminer Nike Communications, Inc. 75 Broad Street/Suite 510 New York, NY 10004 Tel + 01 212.529.3400 www.nikecomm.com Laura Loiseau & Guillemette Sanz Nota Bene Génova 11 - 6º 28004 – Madrid Tel. + 34 91 308 16 04 www.notabene.es
www.sermocommunications.com