Natasha Koifman NKPR 2013 by NKPR INC

NATASHA KOIFMAN MEDIA COVERAGE

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

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EVENT INNOVATORS 2012

THE 66 MOST INNOVATIVE PEOPLE IN EVENTSKIM GRAHAM

JOEL HOCK

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, Before difficult, but required. Here areGraham the event worked for lobby groups and professionals who rise to that challenge. as a consultant to the city of Toronto. “I They use events to advance business goals, a PR campaign without can’t imagine they delight guests in unexpected ways, an event and I can’t imagine an event and they move the industry forward. without PR.” Claim to fame: Serving By JENNY BERG, ALESANDRA DUBIN, LAUREN MATTHEWS, the Canadian design, architecture, and JANA SCHIOWITZ, ANNA SEKULA, MITRA SORRELLS, real estate niche, KG&A is known for COURTNEY THOMPSON & CARLA WARRILOW organizing events in unlikely locales, Portraits by DAN HALLMAN like a decommissioned subway station Video interviews with 53 of these innovators, plus links to coverage during the Toronto International Film of their events bizbash.com/innovators2012 Festival or a working bread factory Follow our innovators on Twitter twitter.com/bizbash_news/lists for the 1 Raw Design industry party. Last year’s list bizbash.com/innovators2011 These non-event spaces often come with red tape and require extra 1 2 vision to pull off. Style signature: “Our events tell a story. We follow through with a message. Cocktail parties are lovely, but the event must yield results beyond the actual event experience.” Hidden talent: “Turning a no into a yes.”

NATASHA KOIFMAN MEDIA COVERAGE

GILLIAN HOFF

President and C.E.O., Solutions With Impact, Toronto, 52 Claim to fame: Hock’s two-day 2 Rally for Kids With Cancer fund-raiser continues to expand after raising more than $8 million for the SickKids Foundation. Built around a celebrity scavenger hunt during the Toronto International Film Festival, the event garnered the support of Goldie Hawn as host in its ﬁrst year in 2008. In 2009, Hock hosted additional rallies in Miami and L.A. and this year will host one more in Houston. Big innovation: “The development of incentive-based, online fund-raising.” Tickets are rarely sold to his events. Instead, would-be attendees must raise a minimum amount online to attend, with rewards going to the top fund-raisers. Style signature: “Five-star quality with a rock ’n’ roll ﬂair.”

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.”

NATASHA KOIFMAN 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

3. Natasha Koifman, President, NKPR Inc. “My favourite thing about the holidays is how happy people are. It’s the season for giving that gets everyone into the holiday spirit – and that’s what life should be all about! Whether it’s the giving of your spirit or just all around thoughtfulness and caring, it should be the holidays all year round.” Founder of NKPR Inc., Natasha is a PR powerhouse and one very busy (and stylish) woman, so if she can find the time to get her loved ones their holiday gifts, there’s really no excuse for me. At the top of her holiday wishlist are Renee Lewis’ Black Shake Diamond Heart Necklace, Irene Neuwirth’s Labradorite Pear-Shaped Locket Necklace, and a custommade ring-to-wrist bracelet from Classic Creations. Natasha is clearly into the luxurious one-of-a-kind statement pieces, and what better time to indulge than the holidays? As for what Natasha will be wrapping up for her friends and family, Kiehl’s is always a mustgive in her books. “This year, Kiehl’s did an amazing limited edition collaboration with the iconic pop surrealist, Kenny Scharf. Featuring his Globo Mundo work on their customer favourite Crème de Corps, Kiehl’s will raise $200,000 for children’s causes around the world. It’s a gift that keeps giving,” shared Natasha. Apart from Kiehl’s, she’ll also be gifting Costes candles (“their ‘Brown’ scent is a touch of Paris with a perfect blend of mahogany, black musk, rum bitter orange skin and paprika that makes for the ultimate holiday gift,” she says), and DAVIDs TEA holiday sets, “guaranteed to spread joy”. She also gave Miss Lanvin porcelain handpainted figurines as gifts in the past making me super jealous of her friends and family.

[People] Natasha Koifman This week’s person to know is Natasha Koifman, President of NKPR. Photography by Tara Noelle About you…

How did you get started in PR? I fell into PR. I was working in NYC as a journalist and I was always being pitched by publicists…and I could really tell the difference between the publicists that took into consideration what’s in it for the reader and the journalist and the one’s that just didn’t think strategically. So when I moved back to Toronto – PR was definitely an industry I was interested in pursuing. I love the ‘thinking’ involved – as publicists we tend to think backwards – always thinking about the end result….I guess that’s the natural way my mind works. :) Favourite celeb experience? I sit on the board for Artists for Peace and Justice which is a non-profit organization founded by Paul Haggis and friends that encourages peace and social justice and addresses issues of poverty around the world focusing on serving children and their families in the poorest communities in Haiti by supporting programs focused on education, health and dignity. When we launched APJ at TIFF in 2009, most people couldn’t point to Haiti on a map. Six months later the hurricane hit. The country was devastated, and so Paul hosted a brunch at his house in LA to raise funds for relief efforts. Together with the help of celebrities like Nicole Kidman, Penelope Cruz, Javier Bardem, Gerard Butler, Pierce Brosnan and Simon Baker, we raised over $4.5 million. It wasn’t just one of them, but their collective generosity that made it possible to change the lives of so many children in Haiti. It’s either that or when Brad Pitt said he liked my ring…I still can’t believe that actually happened! Your major career influence? I like to think that I am mentored by ALL the incredible people that are in my life every day. At NKPR, we have such inspiring client partners and my team is truly brilliant. I am so fortunate to be surrounded by people that consistently challenge me to be the best I can be on a daily basis. Best advice you’ve received? The best advice I ever received is to know when to make decisions based on your heart and/or brain. If you are in a positive mind-set follow your gut feeling but if you are in a negative mind-set then you need to trust your brain. If you weren’t a publicist, what would you be? I would want to be either a fashion designer or stylist – I love everything fashion!! Something about you people would be surprised to know? I think people would be surprised to know that I have a secret obsession with tattoos! I have two tattoos, one on my forearm that says “Be brave,” the other says, “Gratitude 26.”…Life is about being brave and embracing change, and the first is a constant reminder to do just that. Whether it’s in your career or personal life, I believe in making bold choices to get to the life that you want and the life you are meant to live. The “Gratitude 26” on my wrist is an everlasting reminder to be grateful. 26 signifies a lucky number for me where the most amazing things have happened to me on this day through out my life, including the day my son was born. Both messages are permanent representations of my personal philosophies on life.

Apropos T.O…

A place in Toronto you’d be proud to take people to? My house is my oasis – It’s on a quiet side street, and it doesn’t feel like you’re in the middle of the city. I love having people over to my home. Being located where it is allows me to throw some of the most fun parties with our clients…This year, we kicked off the Film Festival at my house with the RW&CO X Coveteur and SKYY Cocktail Countdown Double Feature Party in my backyard. To celebrate in true NKPR style, we even parked an ice cream truck in my driveway! I also have developed an obsession with wall art, and am proud to display some of the contemporary pieces I’ve collected from Izzy Gallery, like my most recent photo of Victoria Beckham from Ellen von Unwerth’s first Toronto exhibition. Everyone who knows me knows that I love skulls. One of my all-time favourite pieces is the crystal Damien Hirst skull in my home office. What’s your favourite restaurant? There’s so many that I love. I’m a real foodie. I love Joso’s for the fish, Scaramouche for their beef pasta and La Societe for their French onion soup. Your favourite Toronto neighbourhood and why? My own! Most people don’t know where South Hill is, but I love it because it’s close to Bloor-Yorkville and a hop, skip and jump from Forest Hill. The village has some of my favourite casual spots like Aroma, and the flower shops at Avenue and Davenport are the best in the city. Most importantly, the area has some great parks, where I love to take my dogs, Grady and Decoy. A Toronto resident, other than yourself, who’s making a positive impact on the city? I’m really inspired by the work Jim Searle and Chris Tyrell are doing with Dare to Wear Love, the annual fashion gala event celebrating Canada’s fashion industry’s talent and commitment to social justice while raising funds and awareness for the Stephen Lewis Foundation. Proceeds raised from the event put money directly into the hands of grassroots organizations in Africa that are turning the tide on the AIDS pandemic and I’m honoured to be a part of this year’s event.

NATASHA KOIFMAN MEDIA COVERAGE

January 7, 2013 BUSINESS

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BUSINESS Behind the Seams: Natasha Koifman by Charlotte Herrold | Posted September 14, 2012 Topics: bulletin, Catherine Deneuve, fashion, gifting suite, Greta Constantine, ITLounge, Jennifer Garner, Journalism, Meryl Streep, Natasha Koifman, NKPR, Olivia Wilde, Patrick Demarchelier, photography, portrait studio, press, public relations, RW&Co, Shelley Broader, The Coveteur, The Devil Wears Prada, TIFF, Toronto, Walmart Canada

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Behind the Seams: Natasha Koifman by Charlotte Herrold | Posted September 14, 2012 Topics: bulletin, Catherine Deneuve, fashion, gifting suite, Greta Constantine, ITLounge, Jennifer Garner, Journalism, Meryl Streep, Natasha Koifman, NKPR, Olivia Wilde, Patrick Demarchelier, photography, portrait studio, press, public relations, RW&Co, Shelley Broader, The Coveteur, The Devil Wears Prada, TIFF, Toronto, Walmart Canada

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Natasha Koifman, Founder and President of NKPR. Courtesy of NKPR.

THE GENTEEL Weekly

Dressed in a black strapless Greta Constantine frock and perfectly on-trend gold accessories, Natasha Koifman is a beacon of composure at the centre of a storm of energy. It is Day One of the Toronto International Film Festival and Koifman's public relations agency, NKPR, is hosting its seventh annual IT Lounge; a gifting suite which in past years has hosted celebrity guests such as Catherine Deneuve, Olivia Wilde and Jennifer Garner. This year, Koifman and her team transformed the lounge into a portrait studio, commissioning celebrated fashion photographer Patrick Demarchelier to snap the stars as they tour through the lounge. The Genteel's Charlotte Herrold sat down with Koifman at the end of a whirlwind day to talk about how the collaboration with Demarchelier came about and what she's learned after ten years at the helm of one of Toronto's top public relations firms. Charlotte Herrold: How would you describe your career path prior to launching NKPR? Did you always know you wanted to work in public relations? Natasha Koifman: No, because when I started out, PR didn't even exist. So I didn't even consider PR; I was a journalism major. It's interesting - to this day my parents don't even know what PR is or what I do. But what I love about PR is we get to create the stories. As a journalist I was always told what to write, but for us [in PR] we get to create the stories and think of the strategies, and I love that about this business. CH: How did you go about starting your own agency? NK: I started in my basement. I [had] worked at a PR agency before and what I realised about the business is that unless you're promoting something you're really passionate about, you're not going to be successful at it, and it's not fair to the client. So I went out on my own with the motto that I'm going to pick and choose what I work on - even if I have one client for the rest of my life, I'm OK with that. To this day we still pick and choose who we work with and what we work on. CH: How exactly do you select the companies you work with?

Natasha Koifman, Founder and President of NKPR. Courtesy of NKPR.

NK: I pick and choose based on the products that I would use and the people I like to work with - and also clients that will allow us to do what we do well. This year's IT Lounge is a really good example. We came up with the idea of changing the lounge experience to being more of a portrait studio [as opposed to a traditional gifting suite] and we had some clients that said, "We're not going to support you on this" and then we had others that said, "We're in!" and they took a chance on it, because it's a brave idea.

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Our lounge is more experiential - it's not as though we're giving away cars, we're giving away an experience. The photos, for example, by Patrick Demarchelier - you can't buy that. And I think that's what separates us and makes this lounge more interesting. Natasha Koifman started NKPR 10 years ago and has helped the company grow into one of Toronto's top public relations firms. Courtesy of NKPR.

ALSO FROM CHARLOTTE POPULAR Behind the Seams: Joanna Track by Charlotte Herrold Behind the Seams: Silva Shotigian by Charlotte Herrold

CH: So is that how the partnership with Patrick Demarchelier came about - you were trying to take the lounge experience to the next level? NK: Well, yes - like everything, we realised that [the lounge] needed to evolve in some way. But how it really came up was I was watching The Devil Wears Prada and Meryl Streep's character kept saying "Get me Patrick!" and I thought, "Yes - we need to get Patrick!" [The concept] marries our love of fashion and photography. In PR that's what we really should be doing - it shouldn't be press for the sake of press, it should be thinking of those interesting ideas and integrating them with sponsors or brands or clients that are like-minded. CH: Was that the same idea behind the recent collaboration between your client RW & Co. and behind-the-scenes fashion blog The Coveteur? NK: That was exactly it. We presented the idea [to partner with The Coveteur] to RW & Co. a year ago when The Coveteur was just starting. And since they [RW & Co.] were working at launching their ecommerce site, we thought it was a great way to create a strategic alignment. CH: Ten years after launching NKPR, what would you say is your proudest career achievement? NK: There are many, but one is the people, for sure. I've loved watching the team grow, and the girls [on staff] evolve. I love watching them become the best them they can be. Sitting here today and observing them - they are so good. And I'm so proud of that. CH: Do you find it difficult to balance your personal life with a demanding career, especially during TIFF?

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And then I was at a women of influence event and the president and CEO of Walmart [Canada, Shelley Broader] said, "It's not about work-life balance, it's about work-life integration." And I swear I had an epiphany.

NK: I always struggled with this whole work-life balance thing and I always felt like I was failing at it. And then I was at a women of influence event and the president and CEO of Walmart [Canada, Shelley Broader] said, "It's not about work-life balance, it's about work-life integration." And I swear I had an epiphany. Balance would mean you have a three-and-a-half day weekend - it's impossible, it's not attainable. So everyone is trying to achieve this work-life balance and feeling they're failing at it - well, of course you're failing at it. Worklife integration is about bringing your work into your life and your life into your work.

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CH: What advice would you give to young PR professionals getting their start in the industry? NK: I have two tattoos on my arms and one says "Be brave," the other says, "Gratitude." "Be brave" is a constant reminder to do just that - and that is the advice I would give: to be brave in the choices that you make, whether you want to start you own PR firm or whether you have a really great idea but you're afraid to share it. We have a lot of interns right now during the film festival and one of the things I keep reiterating is it's OK to share your ideas - that's what we want. It's about being brave - in anything, whether it's your career or your personal life. I sometimes think we get stuck and settle for the life that we kind of arrived in as opposed to the life that we want.

ALSO FROM CHARLOTTE POPULAR Behind the Seams: Joanna Track by Charlotte Herrold Behind the Seams: Silva Shotigian by Charlotte Herrold Behind The Seams: The Coveteur by Charlotte Herrold

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

Natasha Koifman is a PR fixture in Toronto. Since launching NKPR in her basement 10 years ago, the public relations firm has grown to a team of 30 with an iconic presence during the Toronto International Film Festival. Natasha chats with Livedress founder Jon Davids about her agency, the Festival, and why she almost put an end to the signature IT Lounge. Jon Davids: How did you get your start in PR? Natasha Koifman: My background is in journalism. Once I moved from New York to Toronto, it was PR that I fell in love with. I saw a lot of press releases as a journalist and I thought, how interesting would it be to create the story. I started working with Liberty Group in 1998 and it was a great starting point in my 20s. I launched NKPR and ten years later, we’ve grown to 30 people and I still love it. I realized in PR that if you’re passionate about what you promote, you’re going to love it. If not, you cannot be authentic.

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What was your first big break?

PR maven Natasha Koifman talks about reenergizing the IT Lounge on her firm's 10th anniversary energizing the IT Lounge on her firm's 10th anniversary

The turning point was when CIBC called me. I had done an event for them before and they wanted to do a sponsorship now. It was December 24 and the event they were sponsoring was January 14. It was a press conference. I seriously debated taking on that project. In the end I took it and NKPR went from my basement to a full office. NKPR is famous for the its TIFF gifting suite, the IT Lounge. How did that begin? A client came and said they wanted to do a gifting suite. I didn’t really even know what that was! We had 8 brands involved at the start and it was the first lounge in North America that had a charitable component to it. When we started, the IT Lounge was a marketing tool. It’s a perfect example of delivering on exactly what we say we’re going to do. And was it a hit from the start? It was an instant success because of the charitable component. In the first year we gave the option for celebrities to donate their gift bags to a cause. Now brands make a donation for every celebrity who visits. We’ve raised over $100,000 for causes and this year will be no different. So what’s new this year? After last year I really felt it was getting old. We had been doing the IT Lounge for a long time and it started to feel boring. It needed to be refreshed. This year we have teamed up with [acclaimed fashion photographer] Patrick Demarchelier and for every celebrity that sits down for a photograph, we will make a charitable donation. It’s great for everyone – the celebrity gets beautiful photos and our charities receive money. Since it’s our 10th anniversary, we’re giving back in a new way. We are known for candy so we thought lets create this initiative where you choose your favorite candy. It’s called Kandy with a K. It started with our anniversary party and now we’re continuing with it. Also, for everyone who follows me on Twitter during the Festival, NKPR will donate $1 to charity. How has TIFF changed in the last 10 years? It used to be that celebrities would stay in Toronto for a few days. These days schedules are so tight and it’s a more junketed festival. They’re in and out. But a lot of deals do get done. There are so many more venues involved now as well, it is so much more accessible. What’s the Toronto PR scene like compared with other cities in Canada and the US? We have offices in both Toronto and New York. I like the balance of both. In Toronto, people will ask me the question ‘How did you get Patrick Demarchelier?’ In NYC, no one would ask how you did something – you just get it done. I feel it can be a little too cautious in Canada. Eighty per cent of Canada’s national media is in Toronto, which often makes this city the focus of all PR campaigns. But we (NKPR) still go to all the different markets and provinces. We go national as well, but I think it’s really important to be in those local markets. What has social media done to your industry and how have you adjusted? Social media influences behavior more than anything else. Magazines and daily newspapers are great for brands. They definitely has an overall influence. But social is critical. You need to be very strategic and smart with what you say. Content must be personal. It should be a curated selection of what you want your audience to hear. Brands need to create a sense of community. Social is really an opportunity to be thoughtful and smart about how you communicate. And I’ve always said this must be owned by PR. Follow Natasha on Twitter @natashankpr. For every new follower from Sept 3-16, NKPR will donate $1 to Kandy with a K causes!

NATASHA KOIFMAN MEDIA COVERAGE

fashionwelike.com Q: What are the rules, if any, in the way you dress? I love to wear dark colours. I get to have fun with colour through my shoes and handbags (which also gives me a reason to buy more shoes and bags!) Q: Celebrities and style… Go hand-in-hand with the likes of Rachel Zoe. Q: One garment/accessory that you can never have enough of? Birkins and skulls. I am obsessed with skulls. I’m lucky my favourite designers, such as McQueen, share this obsession. I also just purchased a Damien Hirst diamond signed screen print. Q: A woman should always look like… She is going to meet her love. Coco Chanel said that; I think it’s fantastic. Q: Who taught you what you know about style? My knowledge of style has come through trial and error and learning to accept my body. A little bit of Vogue, Elle, and Harper’s Bazaar didn’t hurt. Q: Your biggest regret is… I have some fashion regrets, but they have lessened over the years as the prevalence of Internet shopping has emerged. Now I can think a little longer before I buy and can prevent bad impulse buys. Net-a-porter is my best friend, who I connect with every day. Q: The three essential things a woman should know about style are… 1. What she feels the most confident in. 2. What she looks best in. 3. What she gets the most compliments in. Q: Do you have any shopping rituals? Online shopping. It has become a daily ritual. Q: We will never see you wearing… Colour. I only incorporate colour into my outfits through my shoes and handbags. I have been known to buy multiple versions of a pair of shoes or a handbag if I find one that I love. Q: Which new designers do you follow and why? Not new designers, but I absolutely LOVE Alexander McQueen, Chanel, Celine, and Greta Constantine, and Thomas Wylde for accessories. Q: The most stylish person you have ever seen…

Photo: courtesy of Natasha Koifman Natasha Koifman is the founder and president of NKPR, a marketing and public relations agency with offices in Toronto and New York City. Q: How do you select your clothing every morning? My shoes always dictate my outfit for the day. I always start with my shoes and work my way up. Q: Please describe your style in three words.

Essie Weingarten, the incredible woman behind the successful Essie nail polish brand. I met her for the first time last year. Her outfit, her shoes, her handbag, her nails; even the way she spoke exuded style and sophistication. Q: What is the first thing you notice on a woman? When looking from the ground up, her shoes; from the top down, her smile. Q: What are the most treasured items in your wardrobe? My McQueen handbag and shoe collection, my Alan Anderson jewellery, my beloved Birkins, and select Chanel pieces I can’t live without. I can’t forget my precious Thomas Wylde skull handbag.

Black, classic, with an edge.

Q: The one image that defined your approach to style…

Q: What is the biggest mistake one can make when getting dressed?

The image of Jackie Onassis when she stepped out in ankle-length white pants, a black top, and a black sweater around her neck. Classic, sophisticated, and timeless.

Not thinking about your mood first; I always dress for how I feel. Q: Do you believe in role models?

Q: Which designer never fails to impress you?

Role models help us raise the bar. I always make sure to surround myself with people who inspire me.

McQueen and Chanel. I continue to fall in love with both designers, season after season, and they never fail to impress. It’s the perfect relationship.

Q: What are your favourite fabrics?

Q: One article of clothing that a woman needs to pay close attention to is…

There is nothing better than black leather. It makes up half my wardrobe!

Shoes.

Q: Are there any style combinations that you object to?

Q: Is comfort an enemy of style?

No matter the trend du jour, individuality is key. Personally, the only style trend you won’t ever see me wearing is anything that hits me mid-calf.

It doesn’t have to be. Style is all about being comfortable and confident in what you are wearing.

Q: Which city has the best-dressed women? New York. Anything goes in New York. The women there are so confident and creative. The more confident you are in what you wear, the better you look. Q: Would you say that you are conservative or bold? Conservatively bold.

Q: Who would you like to see next in “My style”? Charles Khabouth, the man behind INK Entertainment. He has a Jean-Paul Gautier collection to die for. Even I’m jealous. Q: The best word of advice you have ever heard? Stay true to yourself. Being yourself makes you more amazing than trying to be someone else, in style, at work, in life. Stay yourself and be true.

NATASHA KOIFMAN MEDIA COVERAGE

News > Marketer News

VIDEO: NKPR MARRIES FASHION WITH PHOTOGRAPHY FOR IT LOUNGE September 07, 2012 | Kristin Laird | Comments

NKPR rolled out the red carpet on the IT Lounge Portrait Studio Thursday morning as part of the Toronto International Film Festival (TIFF), giving a select list of brands access to some of the industry’s biggest celebrities. While the scene is relatively quiet and calm outside the Lounge, which is housed within NKPR’s rather large office space at Adelaide and John, the red carpet, red velvet rope and two large guards signal that something fun, fabulous and exclusive lies beyond the glass doors. Inside is a flutter of activity as fashion bloggers and other members of the media move from station to station engaging with the brands that have been chosen to participate in this year’s IT Lounge, now in its seventh year. The celebs, which are starting to arrive in Toronto, will soon follow. Participating in this year’s invite-only lounge are fashion retailer RW&Co., Grain Farmers of Ontario and Great Lakes Biodiesel, Lia Sophia, Tweezerman, STiKS Gaming, AquaHydrate, Skyy Vodka, BottleGreen, Rdio and Yogurty’s.

To keep things fresh and ever evolving, NKPR founder and president Natasha Koifman wanted to try something different with this year’s lounge, which is why she brought in famed photographer Patrick Demarchelier, who will be on hand to snap portraits Sept. 8. “We took our love of fashion and we took our love of photography and we married them together and came up with the portrait studio idea… You look at Patrick Demarchelier who is a huge fashion icon so to have him in here I think is a real treat for brands,” said Koifman. Well-known photographers Dustin Rabin and Caitlin Cronenberg will also make appearances during the three-day IT Lounge event. Jewellery company Lia Sophia is using the IT Lounge and TIFF to unveil its latest Red Carpet Collection. Koifman is also looking for ways to tell great stories with the participating brands. Part of that story include the Grain Farmers of Ontario and Great Lakes Biodiesel, which set up a “refueling station” complete with healthy snacks made with Ontario grains. The space is outfitted with a shag carpet made out of corn sugar and a beanbag chair filled with corn kernels. As is custom, IT Lounge also includes charitable components. Earlier this year, NKPR created an online candy boutique called “Kandy with a K” that supports a list of charities including Artists for Peace and Justice, At My Best, Big Borthers Big Sisters, Boys and Girls Clubs of Canada, Camp Ochigeas and Paws for the Cause. Money will be donated to each for every celeb that sits for a portrait. Also, members of the gaming community can bid to play online against a celebrity that visits the gaming area powered by STiKS. All proceeds benefit Artists for Peace and Justice. Though Koifman has worked with other major film festivals in the past including Cannes and Tribeca, she holds TIFF in high regard. “It’s our home. It’s in our backyard. I love Toronto. I love the city. It’s the second largest film festival in the world. More deals get done in Toronto than any other festival,” she said. The 10-day festival brings together the top actors, directors and cinematographers from around the globe. Joseph Gordon-Levitt, Ben Affleck, Penelope Cruz, and Keira Knightley are among the stars expected to make appearances at TIFF ‘12. Videography by Pam Lau

NATASHA KOIFMAN MEDIA COVERAGE

Monday Âť September 10 Âť 2007

Quotable survival Nathalie Atkinson Asks Veterans To Share Their Must-Haves For A Style-Filled TIFF National Post Saturday, September 01, 2007 WHO Candace Best of Best PR Boutique is working on the premiere party for Weirdsville, starring Scott Speedman, Taryn Manning and Wes Bentley, and she has clients involved in several lounges scattered around Yorkville. MUST HAVE "My big huge Ibiza tote from [Brooklyn-based] Hayden-Harnett, from Mendocino, is key. All my girlfriends who have babies want one because of all the compartments inside: for business cards, extra copies of press releases. It can hold a file folder and still look chic. And before the festival, I always go out and buy a comfortable pair of the latest fall boot because that can transition to evening. I don't always have time for a day-to-night change, so it can be worn with jeans or a dress, if I even have time to change, so I don't have to take off my footwear. "I love that pockets are big in dresses now, and I always look for pockets for easy access to the BlackBerry and business cards. The volume look has helped because it hides the bulk of everything in the pockets. I might carry a necklace or a belt in my purse so I can change the look. Even if the night outfit is hanging at home or in my car (my second home during festival), I don't always have time to change. This weekend, I'll pick up extra nylons to add to the trunk-of-the-car survival kit. Plus, the weather at this time of year is so changeable, it can be 30 C out or pouring rain, so I have a cane umbrella that I can loan out to talent, and I'll keep a small one in my purse for myself." WHO Natasha Koifman, president of NKPR, handling the It Lounge and the red-carpet PR for Timemagazine's film parties and international press for Walk All Over Me. MUST HAVE "Last night I made a whole list of my wardrobe for the festival because you don't have time to think, and halfway through I'm on autopilot. I create a list for each day and swap it up for night. I had no basics, so I picked up basic tops from Teenflo, a black blouse from MaxMara, and new black Christian Louboutin "Voilier" flats at Davids that I bought two weekends ago so I could break them in before the festival. I wear nothing but black. I also picked up a long sweater-coat from Philip Lim at TNT, with gold buttons, to take me from day to night, and I wear black Theory pants pretty much straight through, with a couple of black skirts to change into for night, with last season's Marc Jacobs conservative stacked heels from Davids. They are super-comfortable and look great with pants, a shorter skirt and even thicker tights. On the red carpet, you can't have a handbag in your hand, so I just bought the Chanel over the shoulder "wallet-bag," which has a strap over the shoulder. It holds my Blackberry and the Kiehl's Eye Alert, which I put on first thing in the morning and again around 4 p.m. It perks you up. You're going on basically no sleep." WHO Debra Goldblatt, founder of Rock-It Promotions, is handling the Tastemakers Lounge, personal publicity for several stars and promoting four Odeon films. This is her ninth festival.

NATASHA KOIFMAN MEDIA COVERAGE

Marketing

Come one, come all (it's for charity) The recession forces marketing types to get more creative when it comes to attracting the media's attention Amy Verner From Saturday's Globe and Mail Last updated on Tuesday, Aug. 04, 2009 02:09AM EDT

A few weeks ago, NKPR, a boutique public-relations agency with offices in Toronto and New York, sent out an invitation for a Holiday in July preview of its various clients' products. The invite read: “For every member of the media who joins the holiday cheer, a $100 donation will be made to Camp Oochigeas,” a privately funded facility for children and teens with cancer. Even as time-pressed as I am, how could I say no when all I had to do was spend 15 minutes looking at pretty products and help a good cause in return? I ended up going – just as the NKPR folks hoped (and expected?) I would. Over the past year, the recession has forced marketing types to get ever more creative when it comes to both retaining the business of budget-cutting clients and attracting the attention of editors and reporters. Layoffs in the media have resulted in fewer and therefore busier journalists, whose presence at PR events is in turn required to justify a firm's promotional services. The new reality has resulted in some fresh and innovative media lures, from the philanthropic to the self-indulgent. NKPR's recent ploy ended up netting Camp Oochigeas about $2,500. “We normally get a 60 to 65 per cent [rate of media] return, but we ended up getting almost 90 [per cent] this time,” says NKPR founder Natasha Koifman, whose agency shared the cost of the donation with participating clients, including Goody hair accessories, Skyy vodka, Brooks and Timberland. “People really want to give back and I felt that this was the year that charities felt the recession the most.” While many attention-seeking companies are going a similar route – Anthropologie, for instance, donated 10 per cent of the sales from last night's store opening in Toronto's Yorkville neighbourhood to the Canadian Nature Conservancy – others are appealing to potential attendees' hedonistic sides. On August 26, for example, Dermalogica is kicking off Clean Start, a new teen-oriented skincare line, by hosting a roller skating party in Toronto; media attendees are invited to bring a young guest to the event. And this past Thursday, guests invited to preview the new John Frieda Luxurious Volume collection of hair products were then treated to a Coldplay concert from the comfort of two private suites at the Rogers Centre. Despite such occasional extravagances, the more common refrain among PR reps is that they are becoming more sensitive to the changing needs and demands of both their clients and the media. “We are advising clients not to do launches when we think it's not going to be of huge interest to the

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TIFF 08

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POSTED ON: SEPTEMBER 2, 2008

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approach to TIFF increases as the machine keeps getting bigger. A decade ago, she says, talent would stick around for five or six days. When Swingers debuted, Vince Vaughn and Jon Favreau seemed to hit every single party – and there was an accessibility that’s become a thing of the past. “Now talent is in town for 24 hours,” she says. “And that’s it. It’s mandatory. It’s contractual for them. They’re in town, they’re out of town. It’s over.” I recently caught up with Koifman at her chic downtown office. Looking svelte and energized, dressed head to toe in form-fitting black, open-toe stilettos peeking out from flared leg slacks, she sat across a boardroom table and spelled out her TIFF survival strategy, category by category. ON CLOTHING “You usually don’t have time to think about what you’re going to wear on any given day. So on my floor, I lay out my clothes in a grid – Day. Night (night’s usually just a different pair of shoes). And you’re done. Just one more detail that I don’t have to think about. Also, I wear black all the time. My shoes change, but then there’s not that much more to think about.” ON SHOES “It’s all about the shoes. It’s often high heels. I’m big into wearing a heel because I’m 5-foot-4, so I like the height. But a casual shoe is great on a day like Media Day at the IT Lounge, when I’m really busy. So the red little Mary Jane from Teva, for instance, is perfect on a day when I’m going to always be on my feet.” ON TRAVEL “We have a car service. We’re also working with Cadillac, and Cadillac is providing the hybrid SUV. During the day we have the option of bringing in a Cadillac - and that would be to pick up other publicists and talent and take them where they need to be. For the most part, though, we are in the IT Lounge, and then in the evenings our car service takes us to events. During the festival, it’s rare that I’ll drive anywhere - and, again, that’s part of “survival” too, because you just can’t stop and think about where to park, etc.” ON SLEEP “During the Festival, I probably get about three hours sleep. You’re up really early and you go to bed really late. And that’s why you need a lot of really great skin cream – Olay skin cream, the Olay Definity Collection.” ON DIET “Dr. Penny Kendall Reed and The No Crave Diet. It just works for me. I’ve been doing it now for eight months and I asked her to participate in the IT Lounge because it’s changed my life. And I can tell the difference even now. Normally at this stage I’d be up by five pounds. But it keeps you very balanced, because your body is so balanced, and you’re not going through the same stress level either. I feel very organized, which is shocking because I worry that I’m missing something! But I think it’s because I’m more in control of my body rather than my body controlling me during this very hectic time.” ON RELATIONSHIPS “You really don’t see your partner very often at all. But it’s great to be able to occasionally go home, see that person, and feel a sense of calm, and then know that you can continue on. That’s your sanity and your serenity. But also I’ve been doing it for so long, that it’s just an accepted and habitual part of my life. And as far as friends go, and having friends ask for access to events, it’s something that came up more in the early years. Of course, our number one priority is our clients - and getting the right people out to their events. But remember, there’s a blurry line in this business, and your friends often are the people that you work with because it’s your life. So my friends are largely the people that I see at these events anyway. I was just sending an e-mail to someone saying, “I know we haven’t seen each other in some time, but let’s grab a drink during the festival. And the chances of that happening are really great.” ON CLIENTS “Well the relationship that we have with our clients is amazing – and that’s because it’s a true relationship. So some of our clients, for instance AstraZeneca or Ford Models, have said to me, knowing that the festival is on, “Yes. No problem - we’re going to completely leave you alone until after the festival is done.” They just get it. Because the work that needs to get done, gets done. We plan for this well in advance and create strategic calendars for all our clients. So we make sure that everything is done well beforehand. And the other thing too is we have a staff of 14. So it’s not like the entire staff is completely on the festival. There are only six of us that are on the festival, and the rest are here, so business continues quite efficiently during this admittedly busy time.” ON PARTIES & COCKTAILS “I don’t drink wine. And the only alcohol that I will drink is SKYY Vodka – because it doesn’t cause hangovers.

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photos, and an exclusive contest to win Swag from the IT Lounge! William Morassutti is the co-founder and Executive Producer of toromagazine.com. He was one of the founding members of TORO Magazine, where he served as both Editorial Director and Executive Director. Prior to joining TORO, he worked in Canadian broadcasting as a writer, producer, director, reporter and host.

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T o her credit, everything about Natasha Koifman, president of NKPR, is strategic. She dresses (black), observes (intently), speaks (precisely) and works (13 hours plus) in a shrewd, tactical, and political manner. And that’s a good thing, especially for her clients. Who better then to give us the inside scoop on how to survive the Toronto International Film Festival? More TIFF 08 coverage She’s been working TIFF for the past 12 years and says, “I realized somewhere between the third and fifth festival that you definitely needed a system because you switch to auto-pilot when it starts and then you just keep going.” As each year passes, the need to take a methodical getting bigger. A decade ago, she says, talent would stick around for five or six days. When Swingers debuted, Vince Vaughn and Jon Favreau seemed to hit every single party – and there was an accessibility that’s become a thing of the past. “Now talent is in town for 24 hours,” she says. “And that’s it. It’s mandatory. It’s contractual for them. They’re in town, they’re out of town. It’s over.” I recently caught up with Koifman at her chic downtown office. Looking svelte and energized, dressed head to toe in form-fitting black, open-toe stilettos peeking out from flared leg slacks, she sat across a boardroom table and spelled out her TIFF survival strategy, category by category. ON CLOTHING “You usually don’t have time to think about what you’re going to wear on any given day. So on my floor, I lay out my clothes in a grid – Day. Night (night’s usually just a different pair of shoes). And you’re done. Just one more detail that I don’t have to think about. Also, I wear black all the time. My shoes change, but then there’s not that much more to think about.”

“It’s all about the shoes. It’s often high heels. I’m big into wearing a heel because I’m 5-foot-4, so I like the height. But a casual shoe is great on a day like Media Day at the IT Lounge, when I’m really busy. So the red little Mary Jane from Teva, for instance, is perfect on a day when I’m going to always be on my feet.” ON TRAVEL “We have a car service. We’re also working with Cadillac, and Cadillac is providing the hybrid SUV. During the day we have the option of bringing in a Cadillac - and that would be to pick up other publicists and talent and take them where they need to be. For the most part, though, we are in the IT Lounge, and then in the evenings our car service takes us to events. During the festival, it’s rare that I’ll drive anywhere - and, again, that’s part of “survival” too, because you just can’t stop and think about where to park, etc.” ON SLEEP “During the Festival, I probably get about three hours sleep. You’re up really early and you go to bed really late. And that’s why you need a lot of really great skin cream – Olay skin cream, the Olay Definity Collection.” ON DIET “Dr. Penny Kendall Reed and The No Crave Diet. It just works for me. I’ve been doing it now for eight months and I asked her to participate in the IT Lounge because it’s changed my life. And I can tell the difference even now. Normally at this stage I’d be up by five pounds. But it keeps you very balanced, because your body is so balanced, and you’re not going through the same stress level either. I feel very organized, which is shocking because I worry that I’m missing something! But I think it’s because I’m more in control of my body rather than my body controlling me during this very hectic time.”

NATASHA KOIFMAN MEDIA COVERAGE

RELATED LINKS A Guide to the TIFF Guide TORO covers TIFF

approach to TIFF increases as the machine keeps

EROTIC IMAGERY "I've always enjoyed the power that a photographer... AMY LALONDE Amy Lalonde is in "pinching myself mode.” Her CB...

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ON SHOES

And if you make the ice cubes out of Fiji water then it’s especially true. I’m serious!” [laughs] TIFF runs from September 4 to 13 and TORO has it covered with daily reviews, interviews, celeb

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