Natasha Koifman Press Coverage by NKPR INC

NATASHA KOIFMAN MEDIA COVERAGE

FOR ME, IT WAS ALWAYS ABOUT WANTING TO BE HAPPY AND WORKING ON PROJECTS THAT I AM EXCITED ABOUT

Modern art and furnishing accent the classic facade of Koifman’s home, which was orchestrated by Toronto designer Connie Braemer

A photo of Audrey Hepburn from Breakfast at Tiffany’s hangs in her kitchen, adding a timeless touch to the modern décor

This Bert Stern photo hanging in Koifman’s living room was taken at the last photo shoot Marilyn Monroe ever did, six weeks before her death www.dolcemag.com

DOLCE VITA MAGAZINE

s SUMMER 2014

based talent division, NK Artists, which already represents fashion designer and founder of The Coveteur Erin Kleinberg, celebrity photographer David Drebin and the Canadian interview king, George Stroumboulopoulos. Yesterday’s dawn-to-dusk schedule was even more frantic: six meetings, a charity luncheon for Erdem and the opening night of the Love Art Fair. “Every day is almost like that,” she says of her oftenclaustrophobic schedule. Such are the demands on the head of one of Canada’s leading PR firms. In just 12 years, Koifman has rapidly grown NKPR from a one-person basement operation to a multinational firm that represents dozens of highprofile clients — Jones New York, Kiehl’s, RW & Co. and Skyy Vodka are just a handful of the brands that she counts among her clientele. She believes they’ve landed these accounts, helping to launch campaigns and shape their image, because “we do more listening than we do talking,” she says. “We understand what it is they want from PR, so that we can deliver on that.” But, interestingly enough, it was never the plan to take her company to such heights. “For me, it was always about wanting to be happy and working on projects that I am excited about,” she says, nestled against the chocolate brown couch in her living room. She acknowledges that, yes, it’s difficult to know exactly what you’ll be doing in, say, five years — because you just don’t — but, “you have some sensibility of where you want your life to be, how you want to feel. You can picture it.” In a way, it’s instinctive, and she’s learned to trust her gut. “I think that my entire career, and probably my personal life, too, much of it has all been instinctual. I think I feel my way through much of life. I think that’s a good thing. Because you pay attention to that feeling.” Koifman uses an “integrated approach” to life, incorporating passions into her routine and connecting them with complementing initiatives. She

I THINK THAT MY ENTIRE CAREER, AND PROBABLY MY PERSONAL LIFE, TOO, MUCH OF IT HAS ALL BEEN INSTINCTUAL

DOLCE VITA MAGAZINE

SUMMER 2014

designed, for example, a line of ring-to-wrist bracelets with Toronto’s !Xam Diamonds that helped raise money for Artists for Peace and Justice, which she is the chair of in Canada. A former journalist, she also loves writing and contributes regularly to the Huffington Post. An avid lover of art, especially photography, Koifman adorns her home with bold, eye-catching photos, many of iconic female figures. In the morning she eats with Audrey Hepburn from Breakfast at Tiffany’s and Marilyn Monroe from Some Like It Hot. In her living room, an Ellen von Unwerth photo of Victoria Beckham faces off against a second Monroe, a Bert Stern piece taken only six weeks before Monroe’s death. A hastily applied orange X slices across the actress’s face and Koifman finds beauty in that imperfection. “I choose images that I feel I connect with, but also have a bit of flaw in them,” she says. “I think www.dolcemag.com

Koifman poses in a black caftan by her backyard pool

that [Monroe] was beautifully flawed.” She’s often on the hunt for new pieces to add to her collection, especially when she’s in New York. “I love being able to discover new artists and walking through galleries there,” she says of the Big Apple. Oddly enough, Koifman, a self-described introvert, also finds peace in the hustle and bustle of the City that Never Sleeps. Her SoHo apartment is right on Hudson Street and she enjoys walking the village and becoming lost in the crowd. “I love the anonymity of it,” she says. “In New York, as strange as it sounds, you’re surrounded by a lot of people but you’re nobody. It’s absolutely amazing because you can get lost and I love that feeling.” And what does the future hold for this PR maven? “As long as I continue to work on projects and work with people that I’m really excited about and passionate about then I’m happy.” www.nkpr.net

NATASHA KOIFMAN MEDIA COVERAGE

MARCH/APRIL 2012

EVENTS MEETINGS MARKETING STYLE STRATEGY IDEAS

EVENT INNOVATORS 2012

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THE 66 MOST INNOVATIVE PEOPLE IN EVENTSKIM GRAHAM

JOEL HOCK

From left to right, Kim Graham, Natasha Koifman, Gillian Hoff, Marc Thuet, Joel Hock, Candice Chan, Alison Slight

The Innovation Issue

NATASHA KOIFMAN

In an industry that’s constantly in flux— with a steady stream of style trends, Chief creative officer, Kim Graham & technological developments, and new Toronto, 42 Launchpad: Associates, ideas—staying ahead of the curve is starting her own PR firm, President and C.E.O., Solutions With Before difficult, but required. Here areGraham the event Impact, Toronto, 52 Claim to fame: worked for lobby groups and professionals who rise to that challenge. Hock’s two-day 2 Rally for Kids as a consultant to the city of Toronto. “I They use events to advance business goals, a PR campaign without With Cancer fund-raiser continues to can’t imagine they delight guests in unexpected ways, expand after raising more than an event and I can’t imagine RACHEL GROSSan event and they move the industry forward. Vice president of corporate events and community relations, AOL, York Launchpad: $8Newmillion for the SickKids Foundation. without PR.” Claim to fame: Serving She may have dreamed of being a cheerleader for the Dallas Cowboys, but experience By JENNY BERG, ALESANDRA DUBIN, LAUREN with a family wedding business and jobs as a nonprofit event manager conference a celebrity scavenger Builtandaround theMATTHEWS, Canadian design, architecture, and planner for a telecommunications company brought Gross into corporate events. With JANA SCHIOWITZ, ANNA SEKULA, MITRA SORRELLS, for nearly is nineknown years, the team-oriented of 10 oversee more than hunt during the Toronto International real estate niche,AOL KG&A for planner and her crew COURTNEY THOMPSON & CARLA WARRILOW 200 events and promotions, including the digital company’s sponsorship of AdWeek. Big in innovation: Attending a session at the 2011 Meeting Professionals FilmInternational’s Festival, the event garnered the organizing events unlikely locales, Portraits by DAN HALLMAN World Education Congress proved to be a defining moment, after which Gross decided to commit to a corporate sustainability policy that would be used by vendors throughout support of Goldie Hawn as host in like a decommissioned subway station the planning, execution, and breakdown of her events. “It’s not just calling your event Video interviews with 53 of these innovators, plus links to coverage sustainable, but actually digging in and taking the tactical stepsits in each area ofyear your event first in 2008. In 2009, Hock during the Toronto International Film of their events bizbash.com/innovators2012 planning to really make a difference.” This approach was first implemented in the October hosted additional rallies in Miami and Festival or a working bread factory Huffington Post Game Changers party, where discarded electronic parts provided decor Follow our innovators on Twitter twitter.com/bizbash_news/lists and were later recycled, and the items on the catering menu were sourced locally and andexecute, this year will host one more in for the 1 Raw Design industry party.“Assemble the best teamL.A. leftovers composted. Work philosophy: and execute, execute. We only win as a team.”Hidden talent: “Baton twirling or tying the perfect bow.” Last year’s list bizbash.com/innovators2011 Houston. Big innovation: “The develThese non-event spaces often come opment of incentive-based, online with red tape and require extra 1 2 3 fund-raising.” Tickets are rarely sold to vision to pull off. Style signature: his events. Instead, would-be attend“Our events tell a story. We follow ees must raise a minimum amount through with a message. Cocktail online to attend, with rewards going parties are lovely, but the event must to the top fund-raisers. Style signayield results beyond the actual event ture: “Five-star quality with a rock ’n’ experience.” Hidden talent: “Turning roll flair.” a no into a yes.”

The 66 Most Innovative People

GILLIAN HOFF

Vice president of special events, Design Exchange, Toronto Claim to fame: Hoff is known for her unconventional aesthetic, on display annually at the Design Exchange Black & White Gala. No material is out of bounds; she has used everything from oversize balloons, at the 3 2010 gala, to giant lampshades, car frames, and suspended ice sculptures. Launchpad: A long-term passion for art led her to work in museums, where she planned openings and fund-raisers. She was a natural. “I hosted my first fund-raising event at nine years old at school. I seem to have an innate ability to organize and a flare for throwing parties.” Best place to get inspired: “I base all of my holidays on visits to museums and United Nations World Heritage sites around the world. I take a lot of photos while traveling, which has proven to be an invaluable source of inspiration.” Quick tip: “No idea is too outrageous.”

President, NKPR, Toronto and New York, 40 Launchpad: Ten years ago, Koifman started a PR company in her basement. Now, NKPR represents more than 30 national and international clients with offices in Toronto and New York. Claim to fame: A master of social media and creating buzz, Koifman and her team execute events, pop-ups, and stunts for clients. She works 24/7 during the Toronto International Film Festival, managing PR for events like Artists for Peace and Justice fund-raisers and a 4 Skyy Vodka aerial stunt. Big innovation: “We were one of the first agencies to take an integrated, 360-degree approach to communications. It’s not only about the message but how we deliver it as well.”

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EVENT INNOVATORS 2012

PHOTOS: BRIAN VIRGO/AOL (1), BILLY FARRELL/BFANYC.COM (2), JIKA GONZÁLEZ/BIZBASH (3)

BIZBASH TORONTO

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NATASHA KOIFMAN MEDIA COVERAGE

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NATASHA KOIFMAN MEDIA COVERAGE

ITL IPRA Thought Leadership

Natasha Koifman

The Author's Details Natasha Koifman is president and founder of NKPR with offices in Toronto and New York City. E-mail the author Visit the author's website

Harnessing Celebrity Power for a Good Cause When they are passionate and genuine about supporting a good cause, celebrities can make a big difference. Natasha Koifman explains how. “Far and away the best prize that life offers is the chance to work hard at work worth doing.” – Theodore Roosevelt. Like it or not, no one can deny the power of celebrity to woo the media and sway consumers. Brands are hitching their wagon to top stars and inking huge endorsement deals that provide big payoffs for both parties. A case in point is the lucrative business of celebrity fragrances. In 2002 JLo and Coty successfully launched Glow with staggering worldwide sales and a trail of celebrity fragrances followed – Britney Spears, Celine Dion and Halle Berry to name a few. As a Coty chief executive explained in a 2008 New York Times piece by Julie Creswell, “Seven years ago, the belief among celebrities was that perfume was something you did at the end of a career. Now it’s different and seen as a key step in the start of a career.” The profit from successful endorsements, meanwhile, has convinced celebrities that it’s wise to be much more open to such deals than they once were. This powerful channel of communication is effective with savvy PR practitioners, but using it effectively for PR purposes is different from endorsements. It requires authenticity and substance. How can you create an effective ‘celebrityship’ – a relationship outside of advertising or endorsements that involves celebrity and PR – that is meaningful? You combine celebrity, a meaningful connection and cause marketing. As a PR agency based out of Toronto and with an office in New York City, my firm, NKPR is well-positioned within North America’s epicentres for entertainment, film and media with access to world-class VIPs and events. We have always believed in the power of PR to do ‘good’ and make a difference where it matters and I believe this passion is what makes our partnerships, with celebrities and brands in supporting causes that matter, exceptionally relevant. We’ve been able to apply the elements of a ‘celebrityship’ to some of our most successful programs with great results. Celebrity and Cause Marketing I work with award-winning director and writer Paul Haggis on a remarkable fundraising program he started called Artists for Peace and Justice. http://www.artistsforpeaceandjustice.com/. Paul’s goal is to actively support the work of Father Rick Frechette and his programs that address issues of poverty and raise funds for grass-roots organizations that are making a difference in the slums of Haiti. The work they are doing is changing lives in one of the world’s poorest countries and they need on-going funds from corporations to build schools, provide water and medical care. What has struck me the most is the level of passion Paul has for this cause. Beyond the boost Artists for Peace and Justice may receive with him at the helm as a Hollywood heavy-hitter with connections to influencers, it is his level of sincerity and passion that will make it happen. Paul Haggis is raising the bar for all celebrities on how to maximize their star power to make a difference. He has enlisted the help of other top-tier celebrities such as Josh Brolin, Diane Lane, Maria Bello, Madeline Stowe and Charlize Theron to form an advisory board. Each of them is committed to donating their time, their connections and their heart to this cause. Their role with Artists for Peace and Justice goes beyond ‘showing up’ for photos; it is sincere and they’re dedicated to helping families in the slums of Haiti become self-sufficient. The scope of their efforts includes co-hosting fundraisers, attending events, speaking to journalists on behalf of Artists for Peace and Justice and contributing their personal resources to the cause. Accompanying Paul on a recent trip to Haiti, they saw the direct impact Father Rick was having and it changed their lives. Celebrities such as these are approached constantly to lend their name to a charity or cause, but like Paul Haggis this is a cause they believe in and they know they can help. With an unbeatable combination of passion and savvy use of star power, these celebrities are turning the business of fame into a powerful force for good. Artists for Peace and Justice is a great example of how celebrity involvement with a charity brings a level of interest and credibility to a project that can be leveraged with corporations. Making the ‘ask’ for corporate support is more accessible when enhanced by celebrity association because the business recognizes its potential effectiveness in meeting their social responsibility objectives. Valuable PR will ensure the company’s involvement with the project receives media coverage and the charity receives the necessary funding. If executed correctly, and with good intention, it can create a win-win situation for everyone. Making strategic partnerships matter A successful celebrity-corporate partnership needs more than just two parties brought together for promotional purposes. It requires the right fit. If a celebrity doesn’t have genuine passion or sincerity for the project, the partnership is limited in its scope and credibility. Josh Brolin and Diane Lane’s involvement with Artists for Peace and Justice began as a favour to pal, Paul Haggis, until they met Father Rick Frechette and then visited the slums of Haiti, where they witnessed first-hand the difference his work was making. Prior to becoming involved in Artists for Peace and Justice, they were sceptical of celebrities lending their names to charities and viewed it as a PR tactic for image only. Now they are among Artists for Peace and Justice’s most passionate spokespeople. My experience in the field has taught me that to make strategic partnerships happen, and to be effective, you need a few key elements: be authentic and have intentions that truly come from a good place, be innovative, and become an expert in what you do. Many clients choose a PR agency for the company they keep and the benefits those strategic alignments can provide. Listen to your clients, determine together what success will look like and show them how to get there. They often have the ideas, but not the know-how on how to make it happen. As PR practitioners, we are in a unique position to do good and create programs that matter.

NATASHA KOIFMAN MEDIA COVERAGE

FASHION magazine

NATASHA KOIFMAN MEDIA COVERAGE