Communications & New Media Sept. 2015 I Vol. 29 No. 9

September 2015 | www.odwyerpr.com

Vol. 29. No. 9 Sept. 2015

EDITORIAL PR CONGLOMERATES Investing in the personal SLOG THROUGH Q2 economy. 6 18 Revenues at the major marketing conglomerates inched up in the second quarter, setting the stage 32 CHARGED AFTER for growth in 2015. NEWSWIRES HACKED Authorities have broken up a glob- 8 PEOPLE IN PR al fraud scheme that hacked into three major newswires and reaped 12 $100 million in profits since 2010. 20 PROFILES OF BEAUTY THE DO’S AND DON’TS OF AND PR FIRMS INFLUENCER RELATIONS 22 Tips on how influencer relations 9 can be used as a revenue generat- ing resource for your client. RANKINGS OF BEAUTY AND FASHION PR FIRMS BACK-TO-SCHOOL GETS 29 A+ MARKETING 14Cover photo by Michael O’Shea Thanks to mobile and social me- 10 WASHINGTON REPORT dia, the ways in which students www.ODwyERPR.COM and parents participate in back-to- 32 Daily, up-to-the-minute PR news school shopping have evolved.

TOURISM EMERGES AS columns TOP FASHION VENUE PROFESSIONAL DEVELOPMENT Designers have led the charge for 12 30 Fraser Seitel pairing fashion with destinations. As a result, tourist attractions are quickly becoming the new runways. FINANCIAL MANAGEMENT 31 Richard Goldstein THE GROWING TREND OF ANDROGYNOUS FASHION PR BUYER’S GUIDE Consumers and marketers have re- 14 34 cently turned a greater attention to the booming world of LGBT fashion. EDITORIAL CALENDAR 2015 January: Crisis Comms. / Buyer’s Guide July: Travel & Tourism WHAT A CLIENT’S IPO February: Environmental & P.A. August: Financial/I.R. MEANS TO ITS PR TEAM March: Food & Beverage September: Beauty & Fashion why should monitor tradi- 16 April: Broadcast & October: Healthcare & Medical tional and digital media channels May: PR Firm Rankings November: High-Tech to determine how they’re being June: Global & Multicultural December: Entertainment & Sports perceived.

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EDITORIAL Investing in the personal economy hina’s faltering markets sent stocks reeling around the globe in late August. The world’s second-largest economy had achieved nearly a decade of unprecedented growth and be- EDITOR-IN-CHIEF Ccame a target for overzealous investment before the engine inevitably ran out of steam. Jack O’Dwyer As it turns out, China was no longer the powerhouse we presumed it to be. Imports — and [email protected] marginally, exports — had been slowing down for some time, and China’s GDP last year re- vealed a growth rate about half of what it was less than a decade ago. Foreign commodities ASSOCIATE PUBLISHER purchases were also waning, particularly bad news for countries like Brazil and Russia, whose John O’Dwyer economies have grown increasingly dependent on Chinese money. Meanwhile, shares of many [email protected] traded Chinese companies were now woefully overvalued, but that didn’t stop investors from ASSOCIATE PUBLISHER dumping more and more money into them, inflating this bubble with massive amounts of bor- Kevin McCauley rowed capital. Margin trading was abundant. Once the writing was on the wall, companies be- [email protected] gan suspending their shares. The Chinese government slashed interest rates and curtailed bank loans. Then, in August, China’s currency was devalued, and an ensuing mass sell-off of stocks EDITOR sent the country’s once booming markets plummeting, falling 20% in one week’s time. Jon Gingerich The crash was so significant that the Dow dropped more than it had in four years, and the [email protected] Eurofirst 300 was knocked to its lowest levels in six years. It even provoked the Federal Reserve to cancel its plans to raise interest rates in September, rates that were partially responsible for SENIOR EDITOR healing our own economy after the 2008 collapse, and have since allowed big banks to borrow Greg Hazley cheap cash so they can bet against the same volatile markets that preceded the August crash. [email protected] Alas, by the last days of August we’d heard that global markets had stabilized. U.S. trading CONTRIBUTING EDITORS rallied, investors were buoyed. In fact, the Dow was up 369 points when it closed on August Fraser Seitel 27, which, according to CNN, accounted for the best two-day point gain in history. Things had Richard Goldstein returned, somewhat, to normal. Our fears were cataloged somewhere safely in the past. That is, until next time. EDITORIAL ASSISTANTS We’ve been down this road before, and we’ll be back again. A bubble will rise somewhere, & RESEARCH and investors will begin tirelessly feeding it while larger banks that thrive on market volatility Chandler Klang Smith will make bets against it, and the market will expand until the entire system inevitably collapses Caitlin Dullahan-Bates under its own weight. Then the governments of the world will be forced to intervene, with buy- outs and bailout plans and lines of liquidity and stimulus programs to protect their economies, ADVERTISING SALES Sharlene Spingler while executives, facing shareholder scrutiny in the ensuing down-time, will lay off employees Associate Publisher & Editor to keep quarterly numbers on target. When rewards come in, they are reaped by a select few; the [email protected] losses, meanwhile, are felt by everyone. There’s a lesson in here somewhere, but I’m not sure that we’ll ever find it. In the meantime, John O’Dwyer have you noticed that the behaviors present in today’s investor climate embody the very sorts of Advertising Sales Manager behaviors we try to avoid in people? Has it occurred to you that financial markets encourage the [email protected] kind of unhealthy risk-taking we’d consider reckless in our day-to-day lives? Have you gotten the feeling that what’s good for the economy is not necessarily good for people? O’Dwyer’s is published monthly for $60.00 Investors face incredible pressure to deliver unreasonable returns at unrealistic intervals, and a year ($7.00 a single issue) by the this is what influences excessive speculation; this persuades them to focus so intently on reward J.R. O’Dwyer Co., Inc. 271 Madison Ave., #600 that they ignore the looming variables of loss. Environments shown to yield modest results over New York, NY 10016. time are avoided in favor of high-risk environments that offer a celestially rare chance of im- (212) 679-2471 Fax: (212) 683-2750. mediate pay-off. Fly-by-night anomalies in the market — the very sorts that insanely complex computer algorithms are programmed to analyze at our financial institutions — take prece- © Copyright 2015 J.R. O’Dwyer Co., Inc. dence over long-term trends. Meanwhile, shareholders routinely vote against the interests of company employees to do OTHER PUBLICATIONS: what’s best for profits, and our political system, rife with Wall Street money, has been so thor- www.odwyerpr.com oughly rigged it will allow the same players to perform the same controlled demolitions over Breaking news, commentary, useful data- and over again and walk away unscathed. bases and more. It seems the world of modern finance is one where common sense often comes to a puzzling halt; its terms don’t seem to apply to any other facet of life. Avoiding risk always takes prece- O’Dwyer’s Newsletter dence over the possibility of high reward. A long-term perspective is paramount in any under- An eight-page weekly with general PR news, media appointments and placement taking. Every reasonable, responsible adult knows this; we routinely make all sorts of decisions opportunities. throughout our lives that involve deferring instant gratification for the sake of later yielding long-term benefits. It’s part of being a mature adult. O’Dwyer’s Directory of PR Firms The challenges facing our financial world today are not merely economic in design — they Listings of more than 1,250 PR firms are cultural. They have less to do with the prospect of raising taxes and a whole lot to do with throughout the U.S. and abroad. unchecked greed and rampant poor decision-making. We have a system that’s irrevocably bro- O’Dwyer’s PR Buyer’s Guide ken, where corporate profits are the highest they’ve ever been, while family incomes have sunk Products and services for the PR industry to appalling lows. Income inequality has become one of the biggest rallying cries of the day. in 50 categories. One person can’t do much to affect the global markets, but we can be vigilant — perhaps only jobs.odwyerpr.com sensible — in what we buy, where we invest, and how we vote.  O’Dwyer’s online job center has help — Jon Gingerich wanted ads and hosts resume postings.

6 SEPTEMBER 2015 | WWW.ODWYERPR.COM

MEDIA REPORT Newswires hacked: 32 charged in $100 million scheme Authorities have broken up a global fraud scheme that hacked into three major newswires since 2010 and reaped $100 million in illicit ing our information and systems.” profits by trading on the information in press releases before they All three companies said they cooperated were disseminated. with authorities in the investigations. By Greg Hazley Ukrainians lead plot usiness Wire, Marketwired and vigilance and commitment, recent events Masterminds of the scheme were two PR Newswire were each infiltrated illustrate that no one is immune to the Ukrainian nationals — Ivan Turchynov, Bduring the scheme as recently as May highly sophisticated illegal cyber-intru- 27, and Oleksandr Ieremenko, 23 — who 2015, according to the federal complaints sions that are plaguing every aspect of our allegedly worked with traders in the US, unsealed in August. society,” said Business Wire CEO Cathy Ukraine and Russia. Turchynov and Iere- The Securities Exchange Commission Baron Tamraz, who noted the company menko masked their identities online by announced civil fraud charges against 32 conducts multiple security audits annually. posing as newswire employees and cus- people in the operation, while criminal Marketwired has engaged Levick in tomers and recruited traders with a video charges against nine people were filed in Washington for PR counsel regarding the touting their ability to gain information two indictments unsealed by the US Attor- hack. “Protecting our customers’ informa- before its public release. neys for New York and New Jersey. tion is one of our highest priorities,” said The scheme even reached the point “These hackers and traders are charged a Marketwired spokesman. “We found and where traders created “shopping lists” or with reaping more than $100 million in fixed the issue at the heart of this matter “wish lists” for the hackers, listing desired illicit profits by stealing nonpublic infor- and we are confident that Marketwired is press releases from Marketwired and PR mation and trading based on that informa- protected by world-class security, monitor- Newswire, the Deptartment of Justice said. tion,” said SEC Chair Mary Jo White. “That ing and prevention practices.” The SEC complaint says the perpetrators deception ends today as we have exposed PR Newswire CEO Robert Gray said his hacked into the newswire systems from their fraudulent scheme and frozen their company is also cooperating with investi- 2010 to 2014, stealing more than 100,000 assets.” gators and commended the government press releases before they were publicly is- Business Wire said it hired a prominent for its “diligence and continued focus.” He sued. cybersecurity firm to conduct forensic added: “At PR Newswire, we take security The SEC complaint notes that many of testing of its systems. “Despite extreme very seriously and are dedicated to protect- the releases contained earnings results and forecasted earnings for companies like H-P, Home Depot, Panera Bread and Cat- erpillar. “The defendants were a well-organized group that allegedly robbed the newswire companies and their clients and cheated the securities markets and the investing public by engaging in an unprecedented hacking and trading scheme,” U.S. Attor- ney for New Jersey Paul Fishman said. Five traders in the US were arrested this morning, while international arrest warrants have been issued for the two Ukrainian principals and two other traders facing criminal charges. 

Media brief Time Warner posts 14% net gain Time w arner in August reported a 14.2% rise in net income to $971 million on an 8.2% revenue uptick to $7.3 billion. CEO Jeff Bewkes said Tw had a “very strong quar- ter” bolstered by T urner Broadcasting cable unit and w arner Bros. film group. He said the robust performance came as the New york media conglomerate is “investing aggressively” to position for growth, including the launch of its HBO NOw standalone streaming service. Tw ended the quarter with $3.1 billion in cash/cash equivalents. Meanwhile, Time Inc., spun-off from Tw a year ago, moved into the black as Q2 quarter hit $24 million vs. a $32 million in 2014. Revenues fell 5.7% to $773 million as ad sales slipped 8.9% to $420 million.

8 SEPTEMBER 2015 | www .ODwy ERPR.COM The do’s and don’ts of beauty influencer relations The line between PR and advertising is blurring and influencers are right in the middle. Here are some tips on how to use influencer relations as a revenue generating resource for your client. Don’t pitch — do inform Unlike traditional media pitching, in- By Nadia Duwaik fluencers aren’t interested in an elaborate pitch story. When reaching out to influ- nfluencer marketing is the practice of to a successful cam- encers, it’s best to get straight to the point: working with influential people online paign. who you are, why you are emailing them Ito spread the word about your clients’ Oftentimes, exchanging product for a re- and what you are offer- products and services through social me- view or mention may be enough incentive. ing. Their main inter- dia. Yet, running a successful influencer Other times, a compensation fee may be re- est is the product you program involves more than pitching influ- quired. Most influencers are open to nego- are offering and what ential people to give a positive review of a tiating, so take the time to outline a budget it can do for them and product or service, especially in the beauty that works for both parties and clearly states additionally, why their industry. what content you will receive in return. readers or viewers The beauty industry is said to be valued at Another great way to utilize and com- would care. $60 billion and growing. Beauty influencers, pensate influencers is to develop an affiliate If done correctly, or “Beauty Gurus” as they call themselves, marketing program. Most affiliated market- influencer marketing are paving the way to a new kind of mar- ing programs include implementing a com- can be a rewarding and Nadia Duwaik keting through their social platforms and, mission rate for each sale generated by the prosperous relation- according to Hubspot, consumers are 71% influencer for an extended period of time. ship for both parties involved. Being open more likely to make a purchase based on One great way to track their sales is to pro- and clear about your campaign goals can social media referrals alone. These influenc- vide the influencer with their own trackable ensure you get the most out of your influ- ers are seen as trusted sources among their promotion or discount code. Not only does encer marketing campaign. followers and their influence can be used to it incentivize their audience to make a pur- Nadia Duwaik is an Account Executive at help promote and grow beauty companies chase, but the influencer is more likely to Marketing Maven and leads the firm’s beau- around the world. share their code multiple times. ty and fashion influencer relations. Don’t cramp their style You wouldn’t tell an editor how to write their article, and the same practice should be applied to influencers. Each influencer is different, and how they interact and convey their messages to their audience is particu- lar to their own style. It’s okay to set content requirements, but make sure you leave room for the influencer to add their own creativity and flare. This will help keep the messaging more authen- tic and genuine to their readers. Allowing the influencer to incorporate their own original ideas will also make for more unique content. Another great way to get the most out of their content is to repurpose it in other ways. Using their images or videos on so- cial media or in advertisements will not only save you time, it will save you money as well. Do treat them like business partners It’s important to remember that influencer marketing is a business between the and the influencer. Just like an editor, pro- ducing content is their job. You can ask any graphic designer or producer and they’ll tell you that it takes time and money to produce quality content. Consider the equipment needed to create such content such as a high definition camera, special lighting equip- ment and editing software. Unlike pitching traditional media, developing a system of compensation for influencer time is vital

www .ODwy ERPR.COM | SEPTEMBER 2015 9 FEATURE How to earn an A+ on back-to-school marketing Back-to-school shopping accounts for some of the highest consumer spending outside of the winter holidays. The ways in which students and parents now shop, however, has evolved: many families are waiting out the summer for deals, more are now shopping online, and mobile usage continues to rise. By Monica Bhandarkar pending on back-to-school is a big things to keep in mind when planning your a credible, authentic voice. Cue the social business. This year, total spending is back-to-school marketing efforts. influencers and creators who are guiding Sexpected to reach $24.9 billion, ac- Know the pain points consumers’ buying decisions. cording to the National Retail Federation’s Back-to-school is an exciting but stressful In a recent survey of its community, so- Back-to-School Spending Survey. That’s time for parents and kids. Financial stress cial influencer marketing platform Crowd- about $630.36 per family for children at- aside, parents are seeking shopping solu- tap found that 51% of respondents discover tending school between grades K-12. While tions that save them time. The NRF study new deals and inspiration based on product this is down slightly from 2014, families on found that many parents and students will reviews and recommen- average have spent 42% more on school turn to retailers’ online sites to help cut dations written by peers. items over the past 10 years. down on time spent in stores and stand- Make sure your brand When, where and how consumers shop ing in checkout lines. Of those planning to is part of these conver- has evolved as well. The back-to-school shop online, nearly half (48.4%) said they sations by including an shopping season seems to kick off earlier will use retailers’ buy online, pick up in influencer relations ini- every year, with retailers often displaying store or ship-to-store options. tiative in your back-to- back-to-school supplies and apparel by Target’s School List Assist tool on Target. school marketing plan. early July. As a result, consumers are be- com is a great example of a brand helping A successful program ginning their searches sooner. Much of the alleviate some of the shopping stress. The will include: 1) Identify- Monica early shopping happens online — a behav- tool provides a curated list of school sup- ing the social influencers Bhandarkar ior reflected in online back-to-school sales plies, which parents can order online for your consumers follow generally peaking earlier than in-store sales home delivery or in-store pickup. and listen to; 2) Seeding these influencers — according to eMarketer’s Back-to-School Monitoring online conversations around with product samples and information; and Ecommerce Preview 2015: Forecast and back-to-school topics is a great way to mine 3) Encouraging them to share about their Trends for Retail’s Second Season. for other pain points felt by parents and stu- experience. To achieve scale, consider part- Retailers aren’t the only ones prompting dents. For example, a computer brand will nering with an influencer network that can early shopping. In the U.S., school start want to know what kinds of questions and connect you with influencers in your indus- dates vary. In some areas, students return concerns shoppers have about technology. try. to school as early as the fourth week of July, If social listening reveals that parents have Stay top of mind with social while others won’t hit the books until after a misperception about one of the brand’s From building awareness to driving in- Labor Day. Keep this in mind when deter- products, it can quickly map out a game tent to generating purchases, social activa- mining how early to begin your marketing plan for addressing this. tions and promotions are a great way to give efforts. Think beyond school supplies your brand a boost throughout the back-to- Although shopping is happening earlier, Kids are heading back to more than just school path to purchase. If budget or timing the bulk of back-to-school buying contin- the classroom in the fall. After-school is tight, here are some turnkey options. ues to happen close to the start of school. sports and activities also will be in full If you’re an apparel brand, a selfie sweep- The NRF survey found that nearly a third swing. Parents who are busy taking kids to stakes on could do double duty, of families (30.3%) will make purchases and from soccer practice, piano lessons and driving store visits and generating us- one to two weeks before school, up from play dates are seeking solutions to make er-generated content. Encourage users to 25% last year. This means marketers need their lives easier, so think about how your visit a store and take of photo of them try- to think about how, where and with what brand can help. From easy dinner ideas to ing on their must-have first-day-of-school messages they reach consumers throughout stain removal tips, products like meal start- outfit for the chance to win it. the summer-long shopping season. er kits and laundry detergent can give par- Live-streaming video apps like Periscope Also new to the mix is mobile. More and ents a leg up on their to-do lists. and Meerkat are an easy way to offer tips more shoppers — 79%, according to the The Manwich brand — known for its and inspiration, as well as answers to con- International Council of Shopping Centers’ sloppy joe sauce — knows just how hard it sumers’ questions. You’ll want to pick a annual Back-to-School Consumer Spend- can be to make a meal the whole family will qualified host for your live stream, decide ing Survey — planned to use a mobile love. Each school year, it compiles dozens on a fun or informative topic, promote device while shopping in a physical store of family dinner ideas that take 30 minutes your broadcast in advance and then go this year. Uses vary from comparing pric- or less to make, with the promise that kids live. A behind-the-scenes look at how your es (44%) and using digital coupons (28%) and parents alike will enjoy them. product is made, a tutorial with an expert to checking ratings and reviews (26%) and Rally the influencers or Q&A with an influencer are all options. the availability of an item (24%) to emailing Silk shorts or cuffed boyfriend jeans? These are live broadcasts, so skip the script or texting friends and family for a second Faux leather tote or canvas satchel? Back- and post-production and enjoy getting per- opinion (17%). to-school is full of choices — from what to sonal with fans. With the path to purchase quickly chang- wear to what to pack. Marketers that are Monica Bhandarkar is VP, Social Media ing, marketers need to be ready and rele- vying for parents’ and students’ attention and Marketing at JSH&A, in Oakbrook Ter- vant every step of the way. Here are four will stand out if their message is shared by race, IL. 

10 SEPTEMBER 2015 | www .ODwy ERPR.COM

FEATURE Tourist attractions emerge as big draws for fashion Public relations professionals with clients in the fashion world may have noticed an influx of tourism leads as recent forums for brand positioning. Designers have led the charge for pairing fashion with worldwide destinations, and the intersection of these two industries has resulted in a perfect fit. As a result, tourist attractions are quickly becoming the new runways. By Monique Tatum he concept of fashion PR campaigns spective on high heeled shoes, featuring travel attractions or representatives world- mingling with must-see tourist des- more than 160 contemporary and histori- wide. Ttinations has surged in recent years. cal designs. The exhibit also featured news- That influx has led us recently signing One watershed moment occurred in reel clips from the 1920s and 1930s, as well the legendary Moulin Rouge of France. 2011, when the signature designs of re- as a commissioning of six short films. The Moulin Rouge’s landmark voyage to nowned British couturier Alexander Mc- Fashion PR campaigns also now make the United States is Queen were brought to New York’s Met- an appearance in the world of wax beauty, part of this year’s Best ropolitan Museum of Art. The exhibition, thanks to New York’s Madame Tussauds of France celebration titled “Savage Queen,” featured an estimat- continual focus on the world of fashion. in Time Square, taking ed 100 ensembles and 70 accessories that Visitors to this historic phenomenon have place on September 26- served as a retrospective of McQueen’s sto- long enjoyed seeing lifelike figures of El- 27. The event will bring ried, 19-year career. The exhibit drew fash- vis Presley, Jimmy Fallon, Pharrell Wil- thousands of tourists ionistas the nation over to an otherwise liams, Scarlett Johansson, and countless together for an unri- unlikely location. others. As it relates to fashion, none may valed cultural spectacle. After a two-year renovation, The Met’s be as impressive as the museum’s current During the festival, a Costume Institute on May 8 reopened as figures of Jennifer Lopez and Taylor Swift, dance troupe will per- Monique Tatum the Anna Wintour Costume Center. Com- both of whom now make mesmerizing form “a taste of Moulin prised of renovated galleries, a conserva- fashion statements. JLo now dons a Fall Rouge”, a condensed eight minute perfor- tion laboratory, an expanded study mances, paying homage to facility, and a fashion library, the their world famous Féerie and Costume Institute is now a col- Cancan. lection of more than 35,000 relics Over the years, Moulin that represent fashionable dress, Rouge has become the most regional costumes, and accessories famous cabaret in the world, from across five continents and internationally known for its seven centuries. Equipped with the French Cancan, immortalized latest video, sound, and wireless by Toulouse-Lautrec in 1891 technology, The Costume Institute with his first advertising post- remains on the cutting edge of pro- er, as well as its salacious stage viding visitors the latest in fashion shows, elaborate costumes industry trends. and original music. Another tourist attraction to The French extravaganza catch the fashion bug is the Brook- will also host a widely antici- lyn Museum. From October 2013 pated exhibiting to February 2014, this historic at- the iconic costumes that have traction hosted Jean Paul Gaultier’s Beautiful Planning Marketing & PR represents the September U.S. played key roles in the Mou- visit of the legendary Moulin Rouge cabaret. “From the Sidewalk to the Cat- Photo courtesy of Moulin Rouge lin Rouge’s storied history. walk,” and in so doing so, became The PR focus offers a strong the only east coast venue to host the fashion-based push for the first international exhibition dedi- media to recognize historic cated to the famed designer. Visitors were 2012 Blumarine dress, which received rave cabaret’s lavish costumes, majestic dances, wowed by the 140 haute couture and pret- reviews from the press during her time as and sensational French energy are all fash- a-porter ensembles. Many pieces were ex- a judge on American Idol. The attraction ion statements within themselves. This is a hibited on custom mannequins, featuring also captured the sassiness of Taylor Swift prime example of how worldwide tourist interactive faces created by high-definition by replicating the popular cheerleader attractions are now emerging as fashion audiovisual projections. Other attractions outfit from her “Shake It Off” video. The public relations focal points. included stage costumes, sketches, pho- marketing pitch was that the outfit, which The flair of fashion is something that will tographs, accessories, as well as excerpts is easily recognizable to teens, would be an never get old. Trends come and go, and from films, and documentation of runway easy sell for this particular demographic. fashion will always find a way to main- shows, dance performances, and concerts. Our firm has recently seen an influx of tain relevance. One component that is be- The Brooklyn Museum followed this tourism attraction leads worldwide that coming very clear is that new runways of with its exhibit “Killer Heels: The Art of are looking to position themselves strong- tourist attractions may clearly be a hot and the High Heeled Shoe.” Curated by Brook- ly with original fashion angles. Our sales catchy mainstay. lyn Museum’s Curator of Exhibitions, Lisa department has reported receiving at least Monique Tatum is President and CEO of Small, the exhibit offered a historical per- one major RFP monthly from separate Beautiful Planning Marketing & PR. 

12 SEPTEMBER 2015 | www .ODwy ERPR.COM

FEATURE Androgynous fashion: the trend that avoids mainstream The recent Supreme Court ruling allowing U.S. gay couples to marry , and evolving public opinion on LGBT-inclusiveness, have resulted in an increased attention to LGBT businesses, including a multi-billion dollar fashion industry. Designs geared toward his/his and her/hers wedding attire, LGBT themed collections, and androgynous reveal a multifaceted, constantly evolving commercial environment in which clothing labels and couturiers have grown increasingly attentive to the demands of the LGBT shopper. By Adrienne Jordan

otal buying power of the adult U.S. at garments in relation to our everyday Hautebutch is an LGBT brand that has lesbian, gay, bisexual and transgen- gender performance.” repeat customers in the U.S., France, Can- Tder population is currently projected Vita claimed LGBT clothing can also ada, and U.K. at $830 billion, according to Witeck Com- break barriers of discrimination and con- Founder Karen Roberts said that she “got munications and MarketResearch.com. formity. started as a result of both my own experi- Clothiers are becoming increasingly at- “Queer fashion exemplifies the basic ence and the expressed frustration of other tentive to the growing demand for creating principle that style is a personal, curated, women that felt a need for clothing that fit LGBT-inclusive and androgynous fashion. artistic reflection of who we are on the in- their own personality and style. I wanted While the trend may have had its largest side, and by fearlessly breaking norms, we clothes that expressed me — confident, ca- boost in recent years, the 2015 Supreme have created a social movement that en- pable and attentive.” Court ruling allowing gay couples to marry ables every member of our society to bene- Roberts said Hautebutch is a fashion, across the U.S. has created worldwide me- fit from less restrictive, less oppressive ways footwear and lifestyle brand “created to dia buzz and possibly placed greater atten- of expressing ourselves.” serve the unmet needs of women and tion on LGBT businesses, which includes Vita also believes mainstream designers trans-identified individuals that prefer a the multi-billion dollar fashion industry. are embracing designs that are androgy- masculine aesthetic.” She said she believes Selfridges department store recently nous, simply because it’s “in” from an eco- trendy fashion brands have been creat- stocked its shelves with all unisex clothing; nomic perspective. She’s skeptical of this ing a diluted version of apparel and life- major designers are casting androgynous just being a trend, rather than being a long- style products for the LGBTQ community models; and Fortune published a recent ar- term inclusive statement. for years. “They lack the right team and ticle that discusses the ways in which com- “I am not sure if the goal of these main- conviction, from product development to panies are addressing the increasing de- stream brands is to truly support and em- marketing to truly create a diversely gender mand for genderless style. There are many body society’s changing views on gender fluid collection geared toward addressing labels on the market that are geared toward expression, or if these brands are trying to the needs and solves the problems associ- androgynous designs, his/his and her/hers simply cash in on a trend, or both. But, I ated with our demographic.” wedding attire, masculine-themed shoes do hope that the fashion industry contin- The Original Tomboy is a label that pro- for women, and LGBT themed accessories. ues to move in the direction of abandon- duces menswear for women and men, with There are also clothing shops that attract ing ridgid binary expectations and doesn’t a fit that can complement a variety of body the LGBT shopper, like Show & Tell in write off this greater freedom of expression types. Oakland and Mankind in San Diego. as a trend when the next big thing comes Alicia Hardesty, Founder of The Original Designers make their mark a l on g .” Tomboy claimed that “Since the beginning There are now scores of successful inde- Based in the bustling Bay Area city of of my fashion career I’ve noticed a huge pendent designers in the U.S. that market Emeryville, California, Butch Basix is an- gap, a black hole, in what we offer as an to the LGBT consumer. other androgynous label that’s been turn- industry to customers and how we mar- Veer creates androgynous clothes that ing heads. The line has an assortment of ket our products. I, like many others, have has both women’s and a men’s sizing, Four- T-shirts, ties, belts, swimwear, and other longed for a brand of clothing that offers teen creates for the LGBT au- accessories that cater to both men and something different, clothes that fit real dience, and Wear Androgyny blends wom- women. people, clothes that incorporate a style that ens- and menswear in their designs. The According to their website, Butch Basix isn’t at either end of the feminine/mascu- popular online hub dapperQ sells a variety is a personal reference point that unapolo- line spectrum, but somewhere in the mid- of clothing, shoes, and accessories from getically conveys meaning about the story dle. I want to walk into a store to shop for different designers, and also creates an in- behind designers Ames Simpson’s and Su- clothes that fit my style & comfort, and not formation and entertainment hub for their san Donaldson’s business. “It’s a name that have to settle for the confines of women’s or online visitor. Their website contains an- honors the history of some of our bravest men’s clothing.” drogynous fashion editorials, style guides and often unacknowledged gender outlaws Hardesty described how she uses mens- (such as “androgynous summer attire” and and warriors that have made it possible for wear as a starting point, for the structure, wedding looks), as well as news and life- us to pursue our mission with dignity and design, details, and attitude, and caters to style articles. pride. Our name does not imply that any- that grey area of fashion, for people who According to Anita Dolce Vita of dap- one who shops with us should identify as find themselves somewhere in the middle perQ, “Queer style is systemically rooted Butch. We have reverence and respect for or a little bit of both. in gender nonconformity, and thus the the beautiful diversity of gender expres- LGBTQ community is at the forefront of sion, and this is our contribution to the revolutionizing the way in which we look celebration.” _ Continued on next page

14 SEPTEMBER 2015 | www .ODwy ERPR.COM Femmes, the feminine identification in Oakland, CA, is a welcoming store for tionally Masculine was immensely pop- Androgynous fashion: the trend that avoids mainstream in the lesbian world, is also a market that queer identified customers. According to ular. DapperQ is partnering with bklyn designer, Alicia Sanchez, has decided had co-founder, Alyah Baker, “The name Show boihood, DYDH Productions, and Posture a void she felt needed filling. Sanchez has & Tell is a nod to the overturning of Don’t Magazine to present VERGE, the “larg- since created an inclusive brand for femi- Ask, Don’t Tell and speaks to the shop’s in- est New York runway event nine lesbians that can shop with a visibility. clusiveness and role as a platform for Queer showcasing queer style.” That show will According to Sanchez, when describing designers, artist, and activists.” “The LGBT feature eight designers whose work is sys- the inspiration behind her brand Fava- customer is looking for the same thing as temically rooted in notions of gender non- la Designs, “As an ‘ultra-lipstick femme’ our non-LGBT customers: special pieces conformity and its intersections with race, people tend to have labels when it comes that fit well, look great, and that reflect their ethnicity, and culture. The eight designers to fashion and my Dominican roots are all own sense of personal style”, said Baker. include Fabio Costa of Project Runway Sea- about expressing your inner swag taking “What the LGBT community loves about son 10 and Project Runway All Stars, KQK elements from music, culture and world the store is that they can always find unique by Karen Quirion, Fony, MARKANTOINE, experiences. I cater to all but ultimately items and they can shop on either side of the SAGA by Sandra Galago, SunSun, Jag & Co, those femmes or drag sisters who want to store — gender presentation aside— and no and LACTIC. The fashion show will invite embrace there boldness through colorful one is going to judge them”. Baker is also the viewer to explore the question “What is styles.” the creative director of Qulture Collective, queer style?” Internationally, LGBT and androgynous a new business set to open this year in Oak- Androgynous models in fashion industry fashions are also gaining traction. Char- land that will be a collaborative café, retail On the complementing side of the an- lieBoy from Australia is a new gender of shop, gallery, and shared workspace in the drogynous fashions, there are androgynous clothing encouraging freedom in personal Bay Area. In addition to clothing items that models that have gained success from their style. They market towards the LGBT cus- can be purchased, it will function as a com- masculine/feminine looks, like Casey Leg- tomer by having specific key phrases like munity gathering place dedicated to serving ler, the first woman to sign with Ford as a “Boys vs. Girls look- male . Another book” and “Skirts & popular face, Rain Dove, Shirts lookbook” on is an androgynous su- their website to attract permodel who - the visitor with their els both menswear and first click. womenswear. Recently, According to the de- she walked four Men’s scription of the com- NYFW shows, including pany, “We no longer closing the Loris Diran have to abide by the show, opening the Ed- dress codes of former wing D’Angelo show and generations. CharlieB- being the main face of oy is about freedom the Malan Breton pre- to express yourself sentation. She was the through the way you most used female model dress and leave behind for Mensweek, and will the rule-bound world be seen in NYFW in Sep- of gender codes. We tember. She is also the don’t like discrimina- face of the Ace Rivington tion or boundaries, be campaign, making her it: race, religion, fam- the first (topless) female ily, sexual orientation to be the face of a mens- or gender. The name wear line. According to Charlie means ‘free Androgynous style icons featured on the online clothing site dapperQ. Rain Dove when asked man’ and it is gender her thoughts on androg- neutral.” CharlieBoy Photo courtesy of dapperQ ynous clothing in the in- has pieces inspired by dustry today, “What the traditional menswear. world is facing isn’t a lack Their clothing is both of designers. It’s facing a LGBT-inclusive and Australian designed the queer community after business hours. lack of advertising that’s diverse in expres- and made, and “ethically produced in lim- In addition to clothing stores and bou- sion. Until designers and advertisers feel ited editions with finishing touches by the tiques that attract many LGBT consumers, they can make the same, if not more, money designer.” there are fashion show productions that from representing a broader range of phys- Businesses cater to LGBT consumers draw an upscale and influential audience to iologies and human archetypes to sell to- Mankind in San Diego’s LGBT neighbor- witness these designs. the world will remain conservative when it hood, Hillcrest, is a store carrying over 5,000 DapperQ is executive producing a fash- comes to commercial clothing.” Dove feels products for LGBT consumers, offering ion show called VERGE that will take place there has been a recent shift towards more “the most extensive range of gay and lesbi- on the final day of fashion week in New diversity that has been influenced heavily an merchandise.” The store carries designer York City at the Brooklyn Museum (Sep- by sociopolitical movements like the legal- men’s clothing, underwear, and an extensive tember 17, 2015). Last year’s show, (un) ization of gay marriage and the mass accep- swimwear collection. Show & Tell, located heeled: A Fashion Show for the Unconven- tance of Caitlyn Jenner. 

www .ODwy ERPR.COM | SEPTEMBER 2015 15 FEATURE What a client’s IPO means to its PR team and yours One company’s efforts to label itself as a luxury brand instead of merely an automaker shows how much PR can impact a company’s valuation, and reveals why all brands should monitor traditional and digital media channels to determine what’ s being said about and growing lifestyle categories.” According them and how they are being perceived. to Ian Fletcher, principal analyst at IHS au- tomotive, the brand is licensing everything By Mark Thabit from key rings to theme parks. Considering this direction, the public errari is an automaker, right? Not if you According to Marchionne, Ferrari intends relations team needs ask them. It sees itself more as Louis to build “a business that is fully fledged on to stay vigilant. Ferrari FVuitton than Ford, Chrysler or Lexus. its own merits, that can be compared to projects a great image From Ferrari’s perspective, it doesn’t man- other luxury goods-makers outside of car- and must protect it. A ufacture and sell automobiles, it provides m a k i n g .” knockoff Ferrari Testa- a luxury, high-end product that most will But does its possible plans to produce a rossa is nearly impos- only dream of owning. less expensive model (€100,000) and grad- sible to recreate, but The company seems to have held this ually increase production to 10,000 vehicles luggage and clothing perspective since Enzo Ferrari began man- per year — a nearly 50% bump from the with a Ferrari logo can ufacturing racecars in 1929. It has come to 7,000 cap former Ferrari Chairman Luca appear on any street the fore, though, as Fiat Chrysler moves to Cordero di Montezemolo set — contradict corner. Mark Thabit spin off 10% of the brand into an IPO worth this? It’s not just merchan- billions. Those proposals have already rankled dise. Ferrari and every other brand needs to Just how many billions depends largely some Ferrari owners who feel an uptick monitor traditional and digital channels to on the lens used to view Ferrari’s brand. in production and a drop in price will re- determine how people perceive their brand Whether it’s a restaurant, automaker or duce exclusivity and diminish desire for the and what they broadcast about it. anything in between, how we perceive our brand, which had nine of the 10 most ex- Stay active when quiet own brand may differ from how investors pensive classic cars sold at auction in 2014, Due to federal regulations, brands are and consumers classify it. This has pitfall including one reaching $38 million. forced to go silent before their IPOs to pre- potential, especially for communicators, Ferrari has long leveraged exclusivity to vent the artificial inflation of their stock’s but it can be overcome. Just look at Ferrari. drive a higher gross margin than other au- value. During this time, they can’t discuss When it comes to converting dissenters, it tomakers, though it likely falls well short new deals, personnel changes, enhance- appears headed down the right road. of the margins produced on Louis Vuitton ments to products and more. Because of his view that Ferrari is a luxu- handbags. The quiet period extends beyond the first ry brand, FCA Chief Executive Sergio Mar- The company said its projected course day of trading, and Ferrari’s communica- chionne, who assumes the role of Ferrari still protects the Ferrari brand: “We pursue tion team will likely use this time to refine Chairman this fall, argues Ferrari’s stock is a low volume production strategy in order its strategy for when the gag order is lifted. worth €10-11 billion (U.S. $11.1-12.2 bil- to maintain a reputation of exclusivity and The key for any brand, whether in forced lion). scarcity among purchasers of our cars and silence or not, is to look to competitors and A valuation comparing Ferrari to other deliberately monitor and maintain our pro- even others outside its industry to see how carmakers produced an estimate about half duction volumes and delivery wait-times to they succeeded or fell short. of Marchionne’s number. The company had promote this reputation.” For example, Ferrari has compared itself profits of about $290 million in 2014, ac- Adding in another interview, “How many to Louis Vuitton, a publicly traded compa- cording to The New York Times. handbags do Louis Vuitton and Chanel ny, often. It wouldn’t hurt for them to look When all is said and done, the $5 billion sell? As Ferrari’s bosses have said, if you sell at how Louis Vuitton projects its image and difference may come down to PR, as it one less than the market wants, you’re still how it handled its own IPO. plays a significant role in valuation, not just exclusive.” Once the quiet period ends, Ferrari will during the IPO but every day in the life of a That’s key communication and a good have to protect its status as a luxury brand. publicly traded company. public relations move for the brand. Scar- Valuation isn’t a one-time event, it happens From a corporation embarking on an city, rarity, expertise and excellence are key every moment and will never stop. IPO to a mom-and-pop shop with no Wall components to luxury brands. (If played Whether or not your company has IPO Street ambitions, all businesses these days strategically, those components also benefit ambitions doesn’t excuse you from facing are publicly traded in a sense. A good or “everyday brands.”) the same challenges as Ferrari. Commu- bad day in traditional or digital news sways Ferrari hasn’t wavered from its promise of nicating with messaging that helps con- public opinion and, ultimately, the future of exclusivity. By incorporating it consistently sumers and partners see our brands for the your brand. into its communication, Ferrari reassures images we want to project is a challenge all Ferrari’s strategy entering its IPO holds rankled owners and shows investors the communicators face. lessons for all businesses. brand will retain its mystique, respect fan- Wise communicators, though, look out- Project and protect dom and protect investments. side their walls and see how they can use The success of a company’s IPO depends In addition to more cars on the road, Fer- the successes or failures of others to posi- largely on how it sells compared to bench- rari has promised to “selectively expand the tively impact their brand. mark companies. presence of the Ferrari brand in attractive Mark Thabit is CMO of Cision. 

16 SEPTEMBER 2015 | www .ODwy ERPR.COM

FEATURE PR conglomerates slog through Q2 Revenues at the major marketing conglomerates inched up in the in oil prices cut into energy revenues in the sector. second quarter as the global titans report that advertising and PR Overall, the business consulting compa- are poised for growth throughout the rest of 2015. ny posted a 1.1% decline on revenues of $449.1 million for Q2 as currency changes By Greg Hazley and Kevin McCauley bogged down a 2% uptick in revenue. Fo- rensic and litigation consulting led the way Interpublic sees modest Q2 Gains earlier. with a 5.9% increase to $126.1 million, fol- Interpublic’s Constituency Management For the first two quarters, Omnicom PR lowed by corporate finance/restructuring Group posted a 2.3% gain in organic rev- units, including Porter Novelli, Mercury, (+4.9% to $109.1 million) and economic enue for the second quarter to $349.4 mil- Omnicom and FleishmanHillard, among consulting (+7.3% to $108.7 million). lion while its advertising and digital opera- others, posted a 1.6% organic revenue gain. “There’s obviously a lot of work to do,” tions climbed 7.7%. Zacks downgraded its ratings on Omni- said President and CEO Steven Gunby. Second quarter gains were hit by curren- com shares from “buy” to “hold” due to “a CFO David Johnson pointed out that cy fluctuations, which helped swing CMG competitive and fragmented communica- FTI’s North American strategic communi- revenues to a 1.7% decline and curbed ad/ tions services industry.” cations business has a large energy practice digital revenues to a 2.1% gain. The investment research group noted “a and was hurt by client reactions to low oil Andy Polansky, CEO of Weber Shand- susceptibility to concentration risks poses prices, weakening demand for FTI ser- wick, said IPG’s PR group, which includes a threat to the ad/PR conglom’s profitabil- vices. Golin, Cassidy & Assocs., Rogers & Cow- it y.” “I know that many of you have expected an, Powell Tate, FitzGerald & Co. and Meanwhile, “soft economic conditions in significantly higher revenues in [strategic DeVries, chalked up more than 10 percent Europe and adverse foreign exchange im- communications],” he said in a confer- organic growth. pact remain formidable headwinds for the ence call. “In our view this is not a miss. IPG’s Weber Shandwick flagship contin- company,” according to Zacks. We are transitioning to a higher margin ued its double-digit growth performance Zacks acknowledged that OMC “contin- model in this segment and we have con- for both the quarter and half. ued its streak of beating earnings estimates sciously sought to eliminate less-profitable Polansky said Weber enjoyed across-the- for the sixth straight quarter.” revenue.” Johnson called the revenue slide board gains as it registered double-digit Publicis posts 1.2% organic growth “small and in-line with expectations,” not- advances in 24 global markets. Social, digi- Publicis Groupe CEO Maurice Levy in ing currency changes and pass-through tal, content creation, healthcare, consumer July reported a 1.2 percent organic growth revenues had a significant impact on rev- and corporate reported solid gains. rate during the first-half, driven largely by enues. Overall, IPG saw revenues tick up 1.3% a robust performance from digital activi- MDC sees solid gains in tumultuous Q2 to $1.85 billion for Q2, while net income ties that generate 51% of overall business. MDC Partners, which ousted its Chief rose to $124 million, from $103 million a The French ad/PR operation generated a Executive Miles Nadal in July amid an SEC year earlier. 35.2% surge in revenues due to the integra- probe into expenses, saw a 17.4% climb in Chairman and CEO Michael Roth tion of Sapient, which CEO Maurice Levy revenue in its strategic marketing services praised the group’s organic growth and said is “slightly ahead of plan.” (advertising and PR) operation for the sec- digital operations, adding that IPG’s largest He boasted Sapient is “fulfilling promises ond quarter to $270.1 million. markets like the US, Asia-Pacific and the that exceed our strategic valuation of the MDC’s performance marketing opera- UK showed “good” growth. c omp any.” tions (data analytics, experiential) fell 3.9% Roth said the company remains focused Claimed Levy: “None of our competi- to $66.5 million for Q2. Revenue across on cost discipline and share buyback ef- tors is capable, on a standalone business, the board rose 12.4% to $336.6 million, forts ($51 million in Q2) that remain “a of providing a complete range of services including an organic gain of 8.3%, and net source of significant value creation.” from consulting and technology right up income reached $29.6 million. Roth said the company has raised its or- to the execution of communications pro- The conglomerate’s PR operations in- ganic growth target to 4%-5%, from 3%- grams.” clude Allison+Partners, Kwittken and 4%. On the PR front, MSLGroup picked up Sloane & Co., among others. PR inches along at Omnicom in Q2 new business from American Public Health Scott Kauffman, a board member who PR revenues across Omnicom’s units Assn., 24 Hour Fitness, and Rover.com in took the Chairman and CEO reins in July, limped to a slight 0.3% organic gain in the the U.S.: AIG, Conforama, Elior, Michelin, pointed to wins for PayPal, Hershey and second quarter, outpaced by advertising Credit Agricole, Sanofi Pasteur, Orange Novartis as key to net new business of (+6.4%) and customer relationship man- (France); ING, Thyssen Krupp, Amazon, $27.3 million for the quarter. He outlined agement (+4.3%). Nivea in Poland; Alibaba.com (China) and three priorities for MDC: growth in North Currency fluctuations, however, pushed Rotterdam World Gateway Terminal Rans- America, media buying scale, and M&A. revenue growth negative across its major tad Holding and Cathay Pacific in Holland. “While we have work to do to ensure units and overall, as across-the-board reve- Levy predicts accelerated organic growth that we recapture your trust, I intend to nue fell 1.7% to $3.8 billion during Q2 on a and a double-digit revenue growth for the demonstrate to all of you that our best days 7.1% hit on exchange rates. Companywide second half. are ahead,” he said in a conference call. organic growth was up 5.3%, including a FTI Communications’ Q2 revenue slides MDC paid out $96 million in deferred 5.9% climb in North America. FTI Consulting reported strategic com- acquisition expenses and closing payments Net income at OMC slipped 3.5% to munications revenues slid 18.6% to $43.4 in Q2. It has about $35 million in cash on $313.9 million, from $325.2 million a year million in the second quarter as the decline its balance sheet. 

18 SEPTEMBER 2015 | www .ODwy ERPR.COM

PEOPLE IN PR

Kircher, VP of Corporate Affairs for the casting and analysis firm WGSN and other Margaritis checks into company, and Teresa Paulsen, VP of global accounts. Hilton Comms. and External Relations. Her client run over nine years at Burson included Intel, Johnson Controls, Bayer and ill Margaritis, a 33-year communica- Rubenstein hires NY Accenture, among others. tions veteran, has joined Hilton BWorldwide later this month as Times vet Marriott picks Executive VP-Corporate Affairs. Most recently Senior VP-Global ill Goss, a 23-year veteran of The Primrose for PR Communications and Investor Relations at New York Times and Editor of its FedEx Corp., Margaritis will take charge of BSunday real estate section, has arriott International has picked global internal/external PR, government joined Rubenstein. Tricia Primrose for the Global relations and corporate He will counsel on real estate matters, MChief Communications and PA social responsibility. mentor executives and serve as strategic Officer slot. He’ll report to CEO advisor to President Steven Rubenstein and She comes from Rational 360, where she Christopher Nasetta and Executive VP Rick Mathews. counseled corporate clients since 2013. serve on the company’s Prior to walking the Primrose did a dozen year stint in the PR executive committee. real estate beat, Goss department of AOL, ris- “A fter an extensive and served as editor at the ing to the top as thoughtful search, Bill Style and Metropolitan Executive VP-Global stood out as a highly desks. Communications & PA. Margaritis respected and seasoned “Bill’s experience, wis- In that capacity, she led a leader with a proven dom and knowledge — 50-member team, han- track record and the right combination of coupled with his innate dling corporate matters, experience,” said Nassetta in a statement. ability to identify com- Goss PA, internal relations, Prior to FedEx, Margaritis was VP-PR & pelling narratives — will publicity, event market- Primrose Marketing Communications for Europe, be invaluable to our clients and our prac- ing and philanthropy. Africa, Middle East & Southwest Asia for tice,” said Steve Rubenstein in announcing At Marriott, she’ll Bechtel Corp. and Manager for state gov- the Goss hire. handle image/reputation, communications ernment affairs for Occidental Petroleum. planning, CSR, and gov. relations. He did a U.S. government stint as Special Walmart VP of IR to Assistant for Intergovernmental Affairs for former Commerce Secretary Malcolm depart Baltimore police get a Baldrige. new PR head arol Schumacher, VP of Investor Harris reunites with Relations for Walmart, who held top he embattled Baltimore Police CEO at ConAgra Ccommunications posts at Kerr- Department has brought in a new McGree and Home Depot, is leaving the Ttop spokesman, following the exit of retailer after 11 years. on Harris, a top PR executive for a 13-year police officer in the post in July. A Walmart spokesman told O’Dwyer’s T.J. Smith, a 16-year veteran of the Anne Hillshire Brands, Sara Lee and Schumacher is relocating to the southeast Bally Total Fitness, has moved to Arundel County Police Dept. south of J with a new company and post that has not Baltimore, has joined the BPD as Director ConAgra Foods as Chief yet been announced. of Media Relations. Communications Officer. The company credited Schumacher with ConAgra has undergone a management The U.S. Dept. of digitizing its IR function and building a Justice is investigating overhaul led by new CEO Sean Connolly, “first-class” investor communications the former Hillshire Brands chief. the Baltimore PD in the organization. She will stay on through its wake of large protests Harris was Chief Communications quarterly earnings, exiting on Aug. 21. Officer at Hillshire under Connolly from against police this year 2012 until its acquisi- that followed the death tion by Tyson in 2014. Burson’s Goldstein to of a 25-year-old man, He was previously Ogilvy’s corp practice Freddie Gray, while in Senior VP of Global police custody. Smith Comms. for Sara Lee Interim BPD Corp. and VP of Media ancy Goldstein, a VP for Burson- Commissioner Kevin Development and Marsteller, has moved to Ogilvy PR Davis called Smith a “native son” of the city Comms. for Bally. He Nin New York to lead its work for 3D and “trusted voice” over 16 years in his pre- started out in the Systems, the 3D printing pioneer. vious post. agency realm with Harris Goldstein takes a VP role in Ogilvy’s cor- Smith will work as a civilian with the BPD Ketchum and Medicus porate practice under executive VP Nicky with a salary of $120,000 per year. PR. McHugh, who heads that unit in New York. BPD Capt. Eric Kowalcyzk stepped down ConAgra CMO Joan Chow stepped In addition to external relations and after two years as the force’s Spokesman this down in August. thought leadership for 3D Systems, year and formed a PR shop to advise law Longtime PR hands include Chris Goldstein will handle fashion trend fore- enforcement on messaging.

20 SEPTEMBER 2015 | www .ODwy ERPR.COM

o’Dwyer’s guide to BEAuTY, FAsHIon & lIFEsTYlE PR

with a huge focus on elaborate cos- Chief Strategist tumes boasting feathers, Swarovski Patricia Fahie, Executive VP crystals and sequins, and original Kate Wark, Senior Vice President music; and many more. Past clients have included the likes of Nina CIIC is a full-service public rela- Skarra for Mercedes Benz Fashion tions, social media and marketing Week, celebrity runway shows like firm specializing in creating dy- The Reality of FASHION The Re- namic campaigns for the fashion, ality of AIDS, and brands such as lifestyle, food & beverage, travel, W Concept. and hospitality industries. CIIC’s BPMPR opened its doors in work is not only strategic, cre- 2005, and today both clientele and ative and results-driven, but award offices span across the globe. Our winning as well. CIIC’s work has headquarters are located in the been honored with a Media Rela- heart of bustling New York City on tions Award by PR Daily as well as Madison Avenue with additional HSMAI (Hospitality Sales & Mar- Beautiful Planning Marketing & keting Association International) PR office locations in San Francis- Adrian Awards across Gold, Silver co, California; Vancouver, Canada; and Bronze categories. and London. Headquartered in New York, CIIC has affiliate offices in Los Angeles, San Diego, Mexico City BEEhIvE PR and Miami, and is an exclusive Behind the Scenes at the Everything But Water photoshoot in Los Cabos, member of latamPR and Tribe Mexico. 1021 Bandana Blvd. E., Suite 226 Global. Additionally, CIIC is certi- St. Paul, MN 55108 fied as a Woman Owned Business 651/789-2232 by the Women’s Business Enter- ALLIDURA know-how have been tapped by a www.beehivepr.biz full range of consumer product and prise National Council (WBENC). CONSUMER nutritional supplement brands, over Lisa Hannum, President & CEO -the-counter and beauty products, Nicki Gibbs, Senior Vice President CLY 450 West 15th Street, 7th Floor and food and beverage companies. Ayme Zemke, Vice President New York, NY 10011 COMMUNICAtION 212/229-8400 Beehive PR is a strategic PR bou- Fax: 212/229-8496 BEAUtIfUL tique and certified women-owned INC. www.inventivhealth.com/Allidura business with a reputation for fresh : @allidura PLANNINg insights, big ideas and contagious 379 West Broadway Blog: allswell.allidura.com MARkEtINg & PR energy. We help our clients live New York, NY 10012 their brands and influence their 212/256-1153 Danielle Dunne, Managing Direc- [email protected] tor 149 Madison Avenue, 10th Floor communities with passion and au- New York, NY 10012 thenticity. CLY COMMUNICATION GMBH Whether cars or cameras, diapers 877/841-7244 Our team of senior strategists Wallstrasse 15A or detergent, health has never been and savvy specialists has served 10179 Berlin Germany Monique Tatum, President & CEO +49 (030) 8179-8840 more ubiquitous than it is today. beauty and fashion industry clients including 6pm.com, Christopher For some brands, health may be a At Beautiful Planning Market- Raffaele Castelli, CEO new focus. Fortunately, it’s always & Banks, Dayton’s, Dressbarn ing & PR LLC our mission state- Stores, J.R. Watkins Naturals, JB been at the center of ours. And, ment is fully realized by a single CLY Communication is an in- we’ve taken this knowledge and Hudson Jewelers and Juut Salon- word, Communication. We strive spas. ternational agency with the out- enthusiasm to some of the world’s to continuously disseminate flaw- standing combination of classic largest brands to help them con- From brand positioning and spe- less, timely, and consistent client cial events to editor tours and blog- PR, event planning and celebrity nect with today’s socially charged, communication focused firmly on relations. The firm strategically health-minded consumers. ger relationships, Beehive helps being intelligible with well-round- our clients see limitless possibili- positions its clients to be viewed Allidura Consumer, part of the ed reasoning. Our team exceeds in ties and inspires bold growth. in fresh and exciting ways, pro- inVentiv Health Public Relations actively listening to each other, our fessionally supporting in all three Group, takes an integrated ap- clients, and what’s happening with- mentioned fields: PR, event and proach to communications with ca- in the media, enabling us to push CAROLYN IZZO celebrity relations. pabilities spanning public relations, a high level of intricately crafted INtEgRAtED Founded in 2009 by Raffaele digital and social media, marketing messages for our clients. Castelli, CLY has grown to be- and branding, graphic design and Our top PR Firm works cross COMMUNICAtIONS come an international company multimedia, and research and mea- industry with exceptionally strong that continues to be inspired by surement. Fashion, Beauty & Lifestyle PR (CIIC) Castelli’s creative insights. CLY Our client counsel allows brands Divisions. We proudly represent a Communications reaches beyond to communicate across the well- roster bursting with esteemed cli- 37 North Broadway, Suite 1 industry standards on behalf of ents such as SprezzaBox, a top rat- Nyack, NY 10960 its clients in the beauty, fashion & ness spectrum regardless of wheth- 845/358-3920 er a brand’s equity is in health or ed men’s subscription box; Silvia www.ciicnews.com lifestyle industries. faced with a health challenge. Our Bours; France’s Moulin Rouge, the The PR agency’s network in meaningful insights and creative famed historical French Cabaret Carolyn Izzo-Feldman, Pres. & New York and Berlin allows us

2222 APRILSEPTEMBER 2015 2015 | www | .ODwywww .ODwyERPR.COM ERPR.COM | ADVERTISING | ADVERTISING SECTION SECTION Profiles of Beauty, Fashion & Lifestyle PR Firms

Coyne has been selected as agency of record by global outdoor life - style brand Timberland, to provide public relations strategy, ideation and program activation in North America. The agency will help evolve the brand by creating strategic programs to build awareness and excitement around Timberland’s rugged-to-refined, head-to-toe collections, while celebrating its versatility, performance and commitment to sustainability. CLY Communication with offices in New orkY and Berlin is a communica- tions agency specialized in PR, Event and Celebrity Relations. to offer clients tailor-made PR and integrated thinking beyond the solutions and social media con- initial ideation, we envision our- tent. With regard to corporate selves as more than just “the agen- seeding on behalf of the agency´s cy,” but rather serve as an exten- lifestyle, fashion, and beauty cli- sion of our clients’ internal teams. ents, whether corporate, product As specialists in the consumer or event-based, CLY collaborates lifestyle space, the Coyne team has with tastemakers across the music, deep expertise across the beauty, film and TV industries for every- fashion and lifestyle categories. day life and red carpet events. Working with both industry lead- CLY Communications has ers and challenger brands, we em- worked with notable clients ploy an integrated, insights- and such as GLOSSYBOX, Condé data-driven approach focused on Nast Samsonite, Desigual, Hap- engaging consumer audiences py Socks, Omega, Photowall, and along the path to purchase and be- Escada Eyewear. We supervise yond, creating demand for our cli- premium clients as well as nurture ents’ brands and fostering deep and young brands in the areas of fash- lasting relationships. ion, beauty, lifestyle and culture. fILM fAShION COYNE PR A Division of Rogers & Cowan 5 Wood Hollow Road Pacific Design Center Parsippany, NJ 07054 8687 Melrose Ave. G684 973/588-2000 Los Angeles, CA 90069 www.coynepr.com 310/854-8195 Fax: 310/854-8138 5 Bryant Park , 28th Floor [email protected] New York, NY 10018 www.filmfashion.com 212/938-0166 Carla Blizzard, Senior VP 12400 Wilshire Blvd., Suite 535 Los Angeles, CA 90025 Film Fashion, an exclusive di- 310/395-6110 vision of Rogers & Cowan, spe- cializes in matching fashion and Deborah Sierchio, Senior VP, accessory brands with prominent Beauty, Fashion & Lifestyle celebrities to provide heightened Kate McShane, VP, Beauty, Fash- ion & Lifestyle brand awareness. This specialty Jill Kleiner, APR, Assistant VP, PR firm creates customized solu- Beauty, Fashion & Lifestyle tions to match clients and their latest fashions with the “right” ce- Coyne’s success was built on a lebrities and trendsetters that em- foundation of unbridled creativ- body their brand and promote the ity, continual enthusiasm, a firm desired image. strategic approach and impeccable The firm leverages these Hol- integrity. We care deeply about lywood associations into media our clients and take great pride in coverage through the execution our work by providing exceptional of strategic media relations cam- Scarlett Johansson looks stunning in a Bec & Bridge dress, Pedro Gar - ideas and unrivaled client service. cia shoes and Oroton handbag at the Independent Spirit Awards. Clients: With dedicated senior leadership _ Continued on page 24 Bec & Bridge, Pedro Garcia and Oroton.

ADVERTISING SECTION | www .ODwy ERPR.COM | SEPTEMBER 2015 23 w Profiles of Beauty, Fashion & Lifestyle PR Firms places. Over the years, Finn Part- hUNtER PUBLIC tion partners to end consumers to FILM FASHION ners has represented both iconic grassroots community enthusiasts _ Continued from page 23 and emerging brands. RELAtIONS who delight in sharing the stories. Our point-of-difference comes 41 Madison Avenue, 5th Floor from a strategic and interactive fRENCh/WESt/ New York, NY 10010-2202 understanding of our partners’ paigns targeting key fashion, life- vAUghAN 212/679-6600 businesses, coupled with an in- style, and entertainment press. www.hunterpr.com delible passion for the growth of [email protected] Media activities for their roster of 112 East Hargett St. their brands in leadership, influ- fashion designers, fine jewelers, Raleigh, NC 27601 Grace Leong, Jason Winocour, ence and sales. But most of all, luxury goods, and specialty retail- 919/832-6300 Jonathan Lyon, Erin Hanson, our fun, entertaining and relevant ers may include designer profiles, www.fwv-us.com Mark Newman, Donetta Allen and communications process positions collection launches, and fashion Gigi Russo, Partners our clients’ brands as memorable, shows. Film Fashion’s unique Rick French, Chairman & CEO meaningful and authentic. showroom space provides an op- David Gwyn, President / Principal Hunter Public Relations is a top- Natalie Best, Executive Vice Pres- timal location to introduce media, ident / Director of Client Services / ranked marketing communications kAPLOW stylists and celebrities to our cli- Principal firm specializing in consumer and ents’ brands by housing an edited lifestyle public relations. Revital- collection of samples. izing mature brands, creating buzz 19 West 44th St., 6th Fl. French/West/Vaughan (FWV) New York, NY 10036 Recent projects have included is the Southeast’s leading public for new products and building 212/221-1713 dressing celebrities for maga- relations, public affairs and brand awareness among key influencer [email protected] zine photo shoots and red carpet communications agency, inde- groups are among the firm’s spe- www.kaplowpr.com appearances, securing editorial pendent or otherwise. Founded in cific areas of expertise. placements and coordinating prod- April 1997 by Agency Chairman Founded in 1989, the 110-person Liz Kaplow, President and CEO uct placement working with talent & CEO Rick French, FWV now firm offers strategic marketing PR such as Angelina Jolie, Kate Wins- employs 87 public relations, pub- services including creative ide- For more than 25 years, Ka- let, Scarlett Johansson, Jennifer lic affairs, social media, advertis- ation and brainstorming facilita- plow Communications has been Lopez, Taylor Swift, Blake Lively, ing and digital marketing experts tion, traditional media relations, changing conversations through Kate Hudson, Beyonce, and Katy among its Raleigh, N.C. headquar- , special innovative storytelling that helps Perry. ters and New York City, Los Ange- event production, product intro- consumers fall in love with clients’ Clients include A Pea in the Pod, les and Tampa offices. ductions, influencer engagement, brands. Bec & Bridge, Chopard, Georges Ranked as the #3 firm for beau- and Hispanic programming, on Kaplow is known for its long cli- Chakra, Pedro Garcia, Romona ty and fashion PR by O’Dw- behalf of some of America’s most ent relationships: it has been Cos- Keveza, Swarovski, Tadashi Shoji yer’s, FWV helps clients build beloved and best known brands. metic Executive Women’s PR part- and Zuhair Murad. retail and consumer demand for Clients have included Johnson ner for 20 years and has worked their product lines through earned & Johnson, McNeil Consumer with Shiseido and CVS/pharmacy Beauty for over 15 years. Other fINN PARtNERS media coverage, line reviews, col- Healthcare, L’Occitane (Melvita lection previews, celebrity seed- U.S. launch), Dana Classic Fra- beauty and fashion clients include ing, cooperative retail promotions, grances, Alberto-Culver, Church Laura Mercier, Amway’s Artistry, 301 East 57th Street, Fourth Floor high-visibility trade show support, & Dwight, and the New York City No Nonsense and PVH. New York, NY 10037 engaging social/digital campaigns Clothing Bank. Kaplow’s programs for best-in- 212/715-1600 and much more. class beauty, fashion and lifestyle clients drive consumer behavior. [email protected] FWV’s present and past beau- JAYNE & ty and fashion clients include When the agency introduced War- 1875 Century Park East, Suite 200 ner’s new bra line as the solution Los Angeles, CA 90067 Wrangler and Riders jeans, Jus- COMPANY, LLC tin Boots, Arena USA, Airplus for “sleevage,” the product flew 310/522-6922 off shelves and retailers had to [email protected] Footcare, SKINS, Gemesis Dia- 16496 Falmouth Drive mond Company, Lily of France Cleveland, OH 44136 double their orders. And when Richard Funess, Senior Managing and Vanity Fair lingerie, Speedo, 440/846-6022 Kaplow launched Curl Secret for Partner Vidal Sassoon, Givenchy, Ferrag- [email protected] Conair, it sold out across the coun- Howard Solomon, Managing Part- amo, Bob Mackie, Celine, Escada, www.jayneandco.com try before the first ad broke! ner La Prairie, Joanna Mastroianni, Kaplow continues to redefine the That’s So Raven Fragrance, Wran- Jayne Morehouse, President public relations practice — mak- Effective communication for gler Fragrance for Men, Vincent ing it the communications agency modern brands requires creative Shoes, Dearfoams, Diana Vincent At Jayne & Company, LLC, we of the future, today. storytelling across multiple stages. Jewelers, Fossil, Swatch, Mon- build beautiful, meaningful rela- From traditional media relations to et, Marithe & Francois Girbaud, tionships for new, growing and es- kENWERkS cutting edge digital, collaboration Kasper A.S.L and , tablished brands, products and per- with Finn Partners produces amaz- Susan Gail handbags and Joe Box- sonalities. With a rich history and 320 West 37th Street ing results. The firm’s fashion, er. special expertise in the profession- 4th Floor, Ste 402 beauty and lifestyle expertise lies In addition to its portfolio of al salon and spa beauty channel, New York, NY 10018 in the 30-plus years of combined beauty and fashion clients, FWV we collaborate with beauty, well- 646/450-6536 experience in the field by a sea- works with many of the world’s ness and lifestyle brands to create [email protected] soned team of professionals. Finn leading consumer lifestyle brands, memorable, engaging stories that www.kenwerks.com Partners specializes in a collabora- including Bassett Furniture, Cal- differentiate them in the market- 663 N Lillian Way tive approach that forges effective ligaris Home Furnishing, Melitta place. Then, we share those sto- Los Angeles, CA 90004 partnerships between fashion and USA and Pendleton Whisky. The ries via targeted traditional, digital 323/393-0536 beauty brands and tastemakers agency’s fully integrated creative and social media and directly via in the arts, music, film, media, and digital team also provides traditional marketing tactics, dig- Kenneth Loo, Founder and civic arenas. In this manner, award-winning advertising, graph- ital campaigns and personal out- brands are strongly positioned to ic design and digital and social reach to the audiences who matter Kenwerks is a strategic and ex- capture consumer and media inter- media services for a wide range of most throughout their distribution perimental marketing firm with est in traditional and unexpected clients. channels — from their distribu- offices in both New York and Los

24 SEPTEMBER 2015 | www .ODwy ERPR.COM | ADVERTISING SECTION Profiles of Beauty, Fashion & Lifestyle PR Firms Angeles. Founded by Kenneth Loo for “Agency Professional of the in 2009, we are the go-to resource Year,” and the American Business for fashion brands (and fashion Award for “Marketing Campaign brands only) to launch or re-invent of the Year” for health services and in this competitive marketplace. insurance. The firm has also been Our formula is simple: traditional recognized for its “Overall Web PR is only one slice of the market- Design” by the American Business ing pie and where other agency’s Awards, “PR Firm of the Year” by services stop, Kenwerks excels. PR News Elite Awards, “Health- With a portfolio of global brands care Agency of the Year” by The that span across all categories of Holmes Report, and was ranked as fashion, footwear and accessories, one of the “Top Places to Work in our work begins with brand strate- PR” by PR News. The firm also gy development. We are masters of won a PRSA Bronze Anvil, three defining and evolving core brand PRSA Big Apple Awards, the Fi- DNA and messages through a pro- nancial Communications Society prietary process of audit, research Portfolio Award for client cam- and comprehensive industry un- paigns and multiple Gold, Silver derstanding. We leverage the long and Bronze Stevies. experience of industry veterans Makovsky is also the founder of with savvy trendsetting millenni- IPREX, the second largest world- Marketing Maven’s Stephanie Siewert and Nadia Duwaik demonstrate als to fuse history with potential. wide corporation of independent the VOLOOM™ hair volumizing iron for a social media video. In execution we cover the entire agencies in more than 30 countries spectrum of clients services from and 40 US cities. Creative–including advertising, we represent a wide array of cli- heart disease. The initiative provid- commercial and branding art direc- MARkEtINg ents in the beauty and fashion in- ed heart health screenings to 2,000 tion and production–to loud Public dustry including major hair icons, women, reached over 163 million Relations, coveted Celebrity, fo- MAvEN pageants, luxury beauty products consumers through media cover- cused Experimental Marketing, from hair care to skin care, and de- age and raised $1.47 million for impactful Event and trailblazing 135 East 57th Street, 4th Floor signer brand clothing. WomenHeart in support of wom- Fashion Blogger marketing cam- New York, NY 10022 en’s heart health. Other brands paigns. Our clients include CULT 212/967-5510 the agency has represented include DENIM, Australia Luxe Collec- www.MarketingMavenPR.com M BOOth Lands’ End, JCPenney, Aerosoles, tive, Boohoo.com, Southern Tide, Maidenform, BHLDN and Red Los Angeles Headquarters 300 Park Ave. South Mavi Jeans, Koolaburra, 34 Heri- 310/994-7380 Door Spas. tage, FNPLATFORM Trade Show, New York, NY 10010 Premiere Vision Trade Show, 212/539-3229 Lindsey Carnett, CEO & President Fax: 212/481-9440 MfA (MISSY Rodd & Gunn, K-Swiss, Cockpit [email protected] www.mbooth.com USA, Bugatchi, Howe, Palladium, Natalie Rucker, VP of Business fARREN & Development Creative Recreation, Graf & Lantz Jennifer Teitler, Senior Vice Presi- [email protected] and many more. dent and Director ASSOCIAtES) John Krisiukenas, Managing Di- rector, NY 30 Irving Pl., 3rd Floor MAkOvSkY [email protected] M Booth is an integrated mar- keting agency that shapes opinion, New York, NY 10003 enhances reputation and drives 212/528-1691 16 E. 34th Street At Marketing Maven, we believe Fax: 212/561-6462 New York, NY 10016 beauty is in the eye of the consum- business results for some of the www.mfaltd.com 212/508-9600 er. As a results-driven integrated most iconic beauty, personal care [email protected] Fax: 212/751-9710 marketing and communications and fashion brands. Our expertise www.makovsky.com firm specializing in earning nation- includes brand building campaigns, Missy Farren, Founder & CEO twitter.com/makovsky Caroline Andrew, Senior VP al media exposure for clients, we strategic partnerships, new product create strong relationships with ce- launches, influencer outreach, asset MFA Ltd. is a full service, bou- Ken Makovsky, President & CEO lebrities and nationally recognized creation, digital and social media tique PR agency based in NYC with make-up artists and stylists to earn management and ongoing media outposts in SoCal and the Midwest. Headquartered in New York, editorial coverage. We pride our- relations. To elevate beauty cre- Passion With Purpose summarizes with an owned office in Wash- selves on our sales-focused and dentials for the Vaseline brand, we the agency’s 20+ years of dynam- ington, D.C, Makovsky is a lead- engagement-driven tactics that created limited-edition bejeweled ic PR, digital and marketing com- ing global independent integrat- have proven to increase revenue lip therapy minis and secured dis- munications success with a diverse ed communications consultancy, and develop customer loyalty for tribution at trendy retailers Kitson set of client partners. Our team of building businesses and repu- our beauty and fashion clients. and Fred Segal, making the $45 adventurers, foodies, sports enthu- tations with ideas that cross the Our clients value the social ac- jars a must-have holiday item. For siasts and champions of social good boundaries of traditional, digital, tivation and media outreach strat- St. Ives, we brokered a partnership are dedicated to doing what we love social and experiential media. egies we implement alongside with Muderella, the female targeted and loving what we do for a varied Makovsky has specialties in branded marketing collateral and Tough Mudder, to bring millenni- group of wellness, consumer prod- Health, Financial & Professional coordination at red-carpet events, al participants hot showers, and ucts and sports brands, culinary and Services, Technology, Energy & which set our clients apart as in- St. Ives scrubs and body wash to travel entities. Additionally, cause Sustainability and Digital Brand- dustry trend-setters. Marketing help clean and refresh them after marketing and corporate social re- ing. Our services include public Maven also maintains close ties the race. To support Burlington’s sponsibility programs are handled relations, social media, crisis com- with fashion, beauty and lifestyle cause-marketing initiatives, we through the agency’s MFAction munications, change management editors at major publications and helped create the “Heart of Style” division. We’re not just media re- and investor relations. television producers on a national campaign, a mobile tour in part- lations, social media, strategy and In 2014, Makovsky won 39 com- level. nership with WomenHeart that communication experts, we live pany and campaign awards includ- With expertise in creating inno- traveled to Burlington stores across ing the Bulldog Stars of PR Awards vative communications solutions, the country to inform women about _ Continued on page 26

ADVERTISING SECTION | www .ODwy ERPR.COM | SEPTEMBER 2015 25 w Profiles of Beauty, Fashion & Lifestyle PR Firms capabilities and lounge. At Pierce The agency is located in New Mattie Communications, we take York, Los Angeles, Atlanta and a strategic approach and align our Miami, some of the largest fash- programs with client business, ion capitals in the world. We offer marketing and public relations ob- extensive expertise in the fashion, jectives. We believe that a success- beauty and luxury categories pro- ful program is a combination of viding marketing communications intelligent approach, solid relation- campaigns, editorial placement, ships, hard work and client/vendor social media strategies, fashion chemistry. week support, event management, celebrity/influencer seeding and . Our commit- RED PR ment is illustrated in the work we do in promoting men’s, women’s The SoHo Building and children’s apparel, eyewear, 110 Greene Street, Suite 408 New York NY 10012 handbags, shoes, jewelry, timepiec- [email protected] es, beauty/skincare products, hair 212/431-8873 care, celebrity brands, designers and fashion-related events. Julia Labaton, President Through its Film Fashion brand, Rogers & Cowan is the only PR An award-winning communica- agency with a specialized unit fo- tions firm specializing in beauty, cused on matching fashion and ac- Pierce Mattie Communications’ Media Oasis. fashion and lifestyle brands. We cessory brands with prominent ce- are fast, efficient and well connect- lebrities for red carpet appearances, ed. We believe in creative thinking securing editorial placements and MFA enabling us to look around the cor- and teamwork. We’re passionate coordinating product placement. ner and see what’s next. The result? about success. (See separate listing for Film Fash- _ Continued from page 25 Tailored insights that serve as our We customize programs to sup- ion.) Additionally, our Black Sheep compass and catalyst, inspiring us port our clients’ business goals, Social Media unit works with a va- our clients’ lifestyles every day. to help take your brand in a brave strengthen their reputations and riety of fashion and beauty brands Recent and current partners include new direction. to drive bottom-line results. We on audience engagement and peer- Quiksilver, ROXY, Stance, Life- Our approach marries fully in- have excellent relationships with to-peer conversations. Proof, Olukai, Burton Snowboards, tegrated marketing strategy with key beauty and lifestyle media, Clients have included The Inti- DC Shoes, lululemon, Alex and high-touch service and depth of ex- bloggers, influencers and stylists. mate by Britney Spears Collection, Ani, US Ski & Snowboard Associ- pertise in the beauty, lifestyle and Clients benefit from our con- Rosie Pope Maternity, Lancome, ation, Target, Virgin Mega, Giggle, luxury categories. Our experience tacts, creativity and deep industry Estee Lauder Companies, Kar- Global Surf Industries, Juja Active, runs deep and includes work for knowledge and experience. dashian Kollection, Drybar, Glo Cannondale, Schwinn, Charles & brands such as CARGO Cosmetics, Services include publicity, so- Science, Kate Walsh Boyfriend Colvard, the Westin Hotels & Re- Crocs, Holland & Holland, Kiehl’s cial media, influencer relations, Fragrances, Lea Black Beauty, sorts, philosophy, No Kid Hungry, Since 1851, Michael C. Fina, MINI branding, event production, spon- PRAI Beauty, Kohl’s Jennifer KaBOOM! and Care2. Cooper, Mustela, Perricone MD, sorships, media training. Lopez and Marc Anthony collec- Pixi, Spa Castle, T.J.Maxx and Clients: Cricket Company, Fendi tions, Avon Voices, Pastry by An- Marshalls and Whirlpool Corpora- Fragrance, Gelish, Groh, Morgan gela and Vanessa Simmons, TW PEPPERCOMM, tion, to name a few. Taylor Lacquer, Ouidad, Phuse Steel, Swarovski, Sunglass Hut, INC. Whatever your style, whatever Beauty, Preciosa Crystal. Ray-Ban, Clinique, Coty’s Be- your communication needs, Pep- yoncé Pulse and David Beckham Fragrances and Glamour Reel Mo- 470 Park Ave. South, percomm is here to partner with ROgERS & COWAN 4th Floor North you. An alluring new season of ments. New York, NY 10016 possibilities awaits. Let’s start your 212/931-6100 story. 8687 Melrose Ave., 7th Floor RUDER fINN, INC. agencymarketing@peppercomm. Los Angeles, CA 90069 com 310/854-8117 www.peppercomm.com PIERCE MAttIE Fax: 310/854.8106 301 East 57th Street [email protected] New York, NY 10022 Steve Cody, Co-CEO & Co-Found- COMMUNICAtIONS www.rogersandcowan.com 212/593-6400 er Fax: 212/593-6397 Ed Moed, Co-CEO & Co-Founder 62 West 45th Street, 3rd Floor Fran Curtis, Executive Vice Presi- www.ruderfinn.com Ted Birkhahn, Partner & President New York, NY 10036 dent (New York) Ann Barlow, Partner & president, 212/243-1431 Maggie Gallant, Executive Vice Kathy Bloomgarden, CEO West Coast [email protected] President (New York) Rachel Spielman, Global Head of Janine Gordon, President, luxury Valerie Zucker, Senior Vice Presi- Corporate Communications & lifestyle Joshua Blaylock, Director of Busi- dent (Miami) Jean-Michel Dumont, Chairman, Maggie O’Neill, Partner & Manag- ness Development Ruder Finn Asia ing Director Rogers & Cowan treats each one Elan Shou, Managing Dir. China & Pierce Mattie Communications of its Fashion and Beauty brands as Senior VP, Ruder Finn Asia Peppercomm is an independently remains the industry leader in pub- a celebrity — because every brand Maryam Ayromlou, Executive VP, owned 20-year-old integrated com- lic relations for beauty and lifestyle has a distinct personality that sets it Corporate Communications munications and marketing agency consumer brands. It is the only apart. With many of the top brands headquartered in New York with PR agency with a modular event/ in Fashion and Beauty under our As one of the largest inde- offices in San Francisco, Boulder spa space for the press located in banner, we were among the very pendent global communications and London, and with 110 employ- Times Square that features an edu- first PR agencies to leverage the ex- agencies, Ruder Finn has a deep ees. Together, we decipher data cational space, spa/treatment room, plosive marketing power of fashion and make sense of the disruptors, hair & make-up studio, multimedia and celebrity. _ Continued on page 28

26 SEPTEMBER 2015 | www .ODwy ERPR.COM | ADVERTISING SECTION w Profiles of Beauty, Fashion & Lifestyle PR Firms nications experts, our team is made WEBER up of experienced professionals who approach each client’s brand ShANDWICk holistically. Our team’s extensive fashion, beauty and lifestyle brand 909 Third Avenue experience includes eraclea Skin New York, NY 10022 Care, Receutics, Spa Castle, Etre 212/445-8000 Belle, Aveda, Tiffany & Co., En- www.webershandwick.com fusia, Nautica, Dickies Workwear, A Pea in the Pod, Beretta Gallery, Karen Pugliese, Executive Vice Madewell, FitLogic, Naya, Natu- President, Consumer Marketing ralizer, E! Live from the Red Car- 212/445-8198 pet product line, The Vintage Pearl, [email protected] Heelys, NorthPark Center, Bliss Monica Whitehurst, Vice Presi- Spa Dallas, The Spa at the Crescent dent, Beauty & Fashion and Goss Gallery. 212/445-8149 Whether the client is a catego- [email protected] ry-leading national powerhouse or Jill Murphy, Chief Business Devel- a startup, SPM works to build busi- opment Officer nesses by creatively telling clients’ 212/445-8339 stories in many voices to many au- [email protected] diences to not only resonate with Fall collection from one of Turner’s client partners, consumers, but provide measurable Weber Shandwick offers a stra- Alternative. ROI. tegic, innovative and integrated approach to beauty and fashion Photo credit: Alternative. — one that continues to evolve in tURNER PR real-time with today’s fast-paced style clients to establish consis- PR and social landscape. With de- RUDER FINN tent brand communications and A Fahlgren Mortine Company cades of beauty, fashion and life- 250 West 39th St., #1602 _ Continued from page 26 build awareness with consumers, style experience, our global team New York, NY 10018 of experts is well-versed in the lat- thought leaders, journalists, influ- 212/889-1700 encers and other key stakeholders. est industry trends and tools nec- [email protected] essary to cut through the clutter of understanding of the global mar- Our capabilities in this industry in- www.turnerpr.com clude corporate reputation, brand competitive and dynamic markets. ket — including the U.S., Europe, We represent leading brands in the and China — and the trends driv- awareness, stakeholder mapping, 1614 15th St., 4th Floor global media relations, consum- Denver, CO 80202 industry — from skin care and hair ing business today. The agency’s care to apparel and retail — and dual headquarters in New York er relations management, crisis 303/333-1402 communications, event manage- have brought major industry inno- and Beijing gives us a strong per- vations to market for our clients. spective on fashion, style, luxury ment, marketing communications, Christine Turner, Founder and corporate social responsibility, President Expertise includes influencer and evolving habits of consumers relationship management, brand around the world. Ruder Finn part- thought leadership, online engage- Mariana DiMartino, Senior Vice ment and community building. President, Lifestyle building, product launches, social ners with the world’s leading lux- media strategy and creative de- ury brands in fashion, lifestyle and Angela Berardino, Chief Strategy & Integration Officer velopment, content creation and beauty to craft their story, build SPM management, editor and blogger corporate reputation and enhance Turner PR is a national public events, celebrity spokesperson ac- brand awareness and visibility COMMUNICAtIONS relations, social media and digital quisition and talent partnerships, through integrated creative com- communications firm representing 2030 Main St., Third Floor event and fashion show planning, munications programs in markets fashion, active lifestyle, modern grassroots marketing, multicul- across the globe. Dallas, TX 75201 214/379-7000 outdoor and travel brands. Our tural engagement, branded enter- Ruder Finn’s expertise lies in lifestyle practice is dedicated to tainment including integration and helping luxury brands enhance 24-hour media line: 817/329-3257 www.spmcommunications.com meaningful and thoughtfully de- sponsorships, celebrity and influ- their positioning in a competitive signed apparel, footwear, hard encer seeding, retailer/trade sup- market, as well as connect with Suzanne Parsonage Miller, Presi- goods, and boutique port, cause marketing and issues and gain understanding of their dent & Founder fitness brands that are deliberate management. customers. For the past six years, about leading their crafts. We’re Weber Shandwick prides itself Ruder Finn has released our annual For more than 15 years, SPM an established resource for jour- on its relationship-built network China Luxury Forecast, which sur- has promoted and protected brands nalists, bloggers, stylists and brand of top beauty and fashion influ- veys Chinese consumers on their through media relations, social me- ambassadors. We connect brands encers, including social media luxury purchasing habits. The re- dia strategy, spokesperson training to the endemic and creative class mavens, magazine directors, TV sults of this survey have provided and crisis management. Our “No audiences and influencers across producers, top bloggers, celebrity invaluable insights for our clients Jerks” policy, which was featured the globe. To back it up, we lead stylists, makeup artists and Hol- who are looking to move into this in The Wall Street Journal, is the with PR and social media account lywood A-listers. These relation- important luxury market. core of SPM’s culture. It means we specialists activating in more than ships are paramount in producing Ruder Finn works with life- foster an atmosphere of mutual re- 40 cities across the country each award-winning results for clients. spect and trust among clients, team year. We’re experts at rich story From magazine pages and nation- members and company leaders that telling, product and brand media O’Dwyer’s October issue will profile al broadcast to the most influential leads to a creative, collaborative placement, event production, influ- blogs, web sites and social handles Healthcare PR firms. If you would and productive environment. encer and celebrity relations, famil- of today’s top influencers, Weber like to be profiled, contact Editor From former newspaper report- iarization experiences and creating Shandwick executes memorable Jon Gingerich at 646/843-2080 or ers and TV journalists to social innovative digital campaigns that beauty and fashion campaigns that [email protected] media strategists, media relations establish community and brand eq- garner attention and incite action specialists and corporate commu- uity. by the brand’s key stakeholders. 

28 SEPTEMBER 2015 | www .ODwy ERPR.COM | ADVERTISING SECTION o’DWYER’sToP BEAuTY & FAsHIon RAnKInGs PR FIRms Firm Net Fees (2014)

1. Edelman, New York, NY $16,662,485 2. Ruder Finn, New York, NY 7,504,455 3. French | West | Vaughan, Raleigh, NC 4,297,243 4. 5W Public Relations, New York, NY 3,800,000 5. Turner PR, a Fahlgren Mortine company, New York, NY 2,072,791 6. Coyne PR, Parsippany, NJ 1,697,153 7. Zeno Group, New York, NY 1,502,188 8. SPM Communications, Dallas, TX 740,452 9. LaunchSquad, San Francisco, CA 730,000 10. Beehive PR, St. Paul, MN 668,221 11. Finn Partners, New York, NY 584,681 12. Current, Chicago, IL 532,966 13. Inkhouse Media + Marketing, Waltham, MA 450,880 14. Style House PR, New York, NY 408,062 15. Marketing Maven Public Relations, Camarillo, CA 352,831 16. O’Malley Hansen Communications, Chicago, IL 340,600 17. 360 Public Relations, Boston, MA 296,844 18. LEVICK, Washington, DC 221,032 19. RF | Binder Partners, New York, NY 194,021 20. Peppercomm, New York, NY 177,755 21. Pan Communications, Boston, MA 156,000 22. AMP3 Public Relations, New York, NY 151,423 23. Rosica, Paramus, NJ 140,831 24. Jackson Spalding, Atlanta, GA 100,022 25. The Power Group, Dallas, TX 78,473 26. IW Group, West Hollywood, CA 64,000 27. Maccabee, Minneapolis, MN 57,323 28. Trevelino/Keller, Atlanta, GA 50,000 29. McNeely Pigott & Fox Public Relations, Nashville, TN 22,000 30. PadillaCRT, Minneapolis, MN 21,025 31. Didit Communications, LLC, New York, NY 17,800

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exercise that works is the “Grandma Test.” Watch your language This is based on the hypothetical exercise of By Fraser Seitel allowing your grandmother — or grandfa- language standards of society diminish. ther, or mom, or dad — to read your writing But we in the public relations profession to see if she understands what you’re getting n the words of rap artist, Twitter poet and shouldn’t succumb to this continued dumb- at. If Grandma can’t figure out the point, 21st century cultural icon Kanye West: ing down of language — at least not without then you’ve got a problem. I“All we have are our dreams and you can a fight. Too often, PR people write for their own step on our dreams all you want, but we Just as “clothes make the man” — or wom- executives, using words that may be under- won’t stop fighting.” an! — so, too, are public relations profes- stood internally but not by either customers To which ador- sionals still largely judged by the words they or the public. In such cases, jargon — the ing masses can use. The word choices we make to express buzzwords and expressions used by a com- only reply, “what?” our attitudes and opinions say a lot about pany or group — is the enemy. To combat One need not be the intelligence of our arguments and the using jargon or writing with internal polit- as old or bitter as I persuasiveness of our writing. Words are ical blinders, the Grandma Test encourag- am to see the state the currency of skillful public relations pro- es you to assess your copy objectively and of language in our fessionals. from a common sense perspective. To be society has hit rock Public relations professionals should se- truly persuasive, a writer must think about bottom. Newscast- lect their words carefully. This is no easy his readers, imagining a “typical” recipient ers and journalists matter, since many words carry with them who needs to be persuaded and keeping the mangle grammar. intrinsic meanings — or “baggage” — that following principles in mind: Fraser P. Seitel has Novelists, screen- may mean different things to different au- Use words the audience would use. If been a communications writers and come- diences. Some words are particularly po- you work for an insurance company that consultant, author and dians mistake pro- litically sensitive; words like “capital pun- sells policies to protect doctors from pro- teacher for more than fanity for sagacity. ishment” or “right winger” or “liberal” or 30 years. He is the au - fessional liability, such insurance might be thor of the Prentice-Hall Politicians try to “entitlement” — not to mention “Mexican referred to as “medical professional liability text, The Practice of out-coarse one an- rapist” — are especially charged, depending insurance” within the organization. Most Public Relations. other. And social on the audience. Knowing what words can readers, however, understand this type of media-fueled ce- persuade a particular audience is critical. coverage as “malpractice insurance,” which lebrities can’t even But how does a writer assess his or her au- is how it should be described for a typical speak English. With each new assault, the dience, in terms of word choice? One simple audience. Treat the audience like people. Too of- ten, writers resort to formal language when simple human terms will do. For example, referring to your audience as “unemployed” or “insured” or “mortgagees” or “staffers” is less complimentary or advisable than re- ferring to them in more human terms, as “young workers” or “physicians” or “home owners” or “colleagues.” Treat the audience as friends. Write like you know them. Use informal words rather than stilted or formal terms. Communicat- ing clearly means writing something that is understood immediately, with little need for clarification. That requires writing with a vocabulary that is clear and comfortable to the reader. Don’t talk down to the audience. Audi- ences resent writing that is condescending. If your audience is educated in a particular field — nuclear physicists, for example — then it’s perfectly acceptable to use terms and even jargon that they’ll clearly under- stand and even expect. The words you choose should be appro- priate to the audience you’re trying to per- suade. That’s what will distinguish you as a gifted writer among a pack of pedestrian talents. Or, as literary sage Kanye West once tweeted. “You can’t ever tell me what dream to have and what not to have, or the level of importance.” Amen brother. 

30 SEPTEMBER 2015 | WWW.ODWYERPR.COM Financial Management Knowing engagement cost will increase profitability By Richard Goldstein direct costs are not easily traceable to a cost Budgeted indirect cost rate = budgeted he August column discussed value object they must be allocated to the cost total cost in the indirect cost pool divided versus traditional billing. I have de- object to determine profitability. Therefore by budgeted total quantity of the cost allo- Tcided to write a series of columns on most indirect costs need to be allocated cation base — more on this to come. implementing a value pricing strategy. For based on professional labor hours or pro- In developing budgeted rates, a period me value pricing is billing for the value you fessional labor costs. These items are “cost of six or twelve months should be used. bring to a client drivers.” The shorter the budget period, the greater not the hours to Once both direct and indirect costs are the influence of seasonal patterns on the provide the value. traced and allocated to an object (a client level of costs. Therefore the budget period Value is getting project for example), client profitability is should be based on annual. paid for the “val- determinable. This same concept is used In summary, the result of all of this is to ue” you add to a to set a fee for a prospective client (note establish a direct labor rate per hour and customer. Should thus far value pricing has not entered the an indirect cost rate based on a cost driv- you provide a cli- picture). The more knowledge the agency er — in this case direct labor. A prospec- ent with $25,000 of has about its own cost structure, the more tive client wants a fee quote. You estimate value and get paid likely it is to price an engagement so that an the total hours for the engagement will be $1,000 for your acceptable profit is made. 500. Your budgeted direct labor cost per Allocation methods Richard Goldstein is effort? I will not hour (not your billing rate) as determined a partner at Buchbind - answer this ques- There are three methods that can be used is $75 per hour. Therefore total direct labor er Tunick & Company tion for you, you to allocated costs to a cost object: actual, costs are $37,500. You indirect cost factor LLP, New york, Certified answer it! normal, and budget, called extended nor- as a percentage of direct labor is 95% of Public Accountants. Before I can be- mal costing. Actual costing uses actual direct labor costs (hours can also be used) gin any discussion information. Since reliable information is or $35,625. Therefore the total cost before on value pricing, usually not available until after the close of a profit factor for this prospect is $73,125. knowledge of good old fashion cost ac- the year, most service industry firms do not You now know what your breakeven point counting is important. use this method. is.  Job costing Normal costing traces actual costs infor- Job costing plays a crucial role in deciding mation and allocates indirect costs using on accepting new clients and setting fees actual quantities (hours) times budgeted PR news brief for existing clients. You need to understand rates. Normal costing uses budgeted fig- Ogilvy floats global PR for new what it costs you to service a client and what urers for all inputs. Most service industry your profit margin is. This is a simple con- firms use extended normal costing be- Suez Canal cept but often not looked at when quoting cause, one, budgeted costs allow manage- Ogilvy PR guided PR for the August 6 unveiling of the new Suez Canal, a key moment for Egypt in the a client fee. The concept is simple: Revenue ment to forecast/budget and estimate costs global spotlight. less direct labor less overhead costs plus a during the job, and two, budgeted costs are Ogilvy, along with a group of w PP agencies led by profit factor equal client profitability. Think not impacted by fluctuations (for example, Middle East unit Memac Ogilvy PR and including Jw T, of what it takes to manufacture a product. seasonality). Mindshare, and Media w ave PR, have been working Materials, labor and overhead make up the The same reasons explain why service on the promotional campaign for the canal, dubbed “Egypt’s gift to the world,” for the past three months. cost. Providing services is really no differ- organizations also tend to budget indirect The Suez Canal Authority said the PR campaign will ent than manufacturing a product. cost rates. Smaller PR firms (say $2.0 mil- highlight the “determination of the Egyptian people in Basic concepts lion or less) use or should use normal cost- building the new, 72-kilometer canal in just 12 months To get a fix on “job” costing to basic ing. as well as the impact the canal will have on the coun- try, region and the world.” concepts need to be understood. The first Indirect costs should be allocated using The wider and deeper canal, which is 80% com - concept is the “cost pool.” A cost pool is a budget figures. For example, assume a PR plete and parallel to the 150-year-old existing route, grouping of individual cost items (for ex- firm has two projects that are identical in took a year to build, amid the excavation of 258.8 mil- ample, overhead other than labor related every respect except when the service is lion cubic meters. It is expected to cut travel time by items). A cost pool can range from the very rendered. If one client is serviced in late several hours and nearly double the number of ships that can pass through each day , from 49 today to broad (a firm-wide total cost pool for tele- August and the other in April, should the around 97 by 2023. phone, fax, etc.) to the very narrow (cost of fees be different because the cooling costs Global dignitaries are slated to descend on the ca - operating a vehicle by an employee). are higher in August? nal for an Aug. 6 launch led by Egyptian President Ab- The second concept is the “cost driver.” If your answer is “who cares,” remem- del Fattah El-Sisi. In addition to expected annual rev- enue gains from $5.3 billion today to around $13.2 A cost driver is any factor that affects to- ber the more you understand about your billion in the next decade, Egypt hopes to use the proj- tal costs. For example, research projects are cost structure the better chance you have ect to draw industrial development to the canal zone driven by the number of projects or person- to make an acceptable profit. Do not play and burnish its image amid several years of turmoil. nel hours, marketing by ads or fee dollars. a profit lottery because you do not under- “The New Suez Canal is more than just a new wa - There are two types of costs: direct and stand your costs. terway and an astonishing feat of engineering. It is a catalyst for the Egyptian people which will unleash indirect. Direct costs are simply those costs Formula approach a renewed sense of pride and a more prosperous fu - that can be easily be traced to an object (a Okay, so let’s quantify what I am saying in ture,” said Admiral Mohab Mameesh, chairman and PR engagement). Indirect costs cannot be this column. Budgeted direct labor hours = managing director of the Canal Authority. directly traced to a cost object — rent paid budgeted total labor costs divided by bud- The Suez Canal connects the Mediterranean and for office space as an example. Because in- geted labor hours to be billed. Red Seas.

WWW.ODWYERPR.COM | SEPTEMBER 2015 31 wASHINGTON REPORT Cannabis group hires Podesta he National Cannabis Industry Assn. has tapped Heather Podesta + Partners to work on its federal priorities includ- Ting access to banking services and taxation. The trade group of the $3B legal marijuana business says many banks and credit unions are reluctant to provide services to its members without the protection of federal regulation. Without federal regs, many pot businesses are forced to operate on a cash basis, which generates safety, accountability and trans- parency concerns. On the tax level, NCIA wants to revamp as outdated Section 280E of the Internal Revenue Code that prohibits companies in- volved in “drug trafficking” from deducting business expenses from their taxable income. Twenty-three states have legalized marijuana and NCIA exec- utive director Aaron Smith anticipates another wave of legaliza- to reduce utilities’ environmental impact. tions in 2016. PG&E, the California-based energy giant, praised outreach by Heather Podesta, former aide to Congressmen Robert Mat- the EPA and administrator Gina McCarthy in developing the rule, sui and Earl Pomeroy plus Senator Bill Bradley, heads her firm’s noting it could provide “tremendous environmental benefit.” CEO four-member lobbying team. and President Tony Earley said his utility has made solid progress NCIA also has added Jochum Shore & Trossevin to its PA line- on the climate change front, but stopped short of endorsing the up.  C C P. “While we are optimistic about the contributions this rule will Clean power plan results in make, it is very complex and we must complete an assessment of its industry vitroil, tepid praise impact on our customers, state and region,” he said.  he nation’s power giants responded en masse to the Obama Gov changes course with organ administration’s ambitious Clean Power Plan with reactions Tfrom outright vitriol to tepid support as the White House donation campaign review looks to rein in climate change. Large coal energy companies, which saw their share prices bat- he federal Health Resources and Services Administration tered in the wake of the announcement, are leading opposition has pulled the plug on an open review of the national or- to the CCP. Tgan donation PR campaign and is collecting proposals in a Deck Slone, Senior VP for strategy and policy at Arch Coal, the closed process. No. 2 US coal producer, called the CCP an “ill-advised and poorly The $10 billion unit of the Dept. of Health and Human Services designed rule, which won’t work, won’t pass muster with states, said last month that it planned to release an RFP to hear from and won’t stand up to legal scrutiny.” agencies about the campaign to increase organ donors and raise Slone wants the Obama administration to ramp up investment awareness of the cause. It changed course Aug. 3 and released the in “low-carbon fossil fuel technologies” like coal power. RFP through GSA Ebuy, the government portal for firms with Peabody, one of the world’s largest coal producers, took a popu- General Services Administration schedules. Scores of PR firms list approach and urged courts, Congress, states, consumer groups are registered with GSA. and electricity customers to fight the CCP rules. “Coal provides Instead of a five year contract known as indefinite quantity-in- some of the lowest cost electricity in America and the economy, definite delivery, the HRSA slates a 14-month pact through the jobs and households will suffer if these rules move forward,” the current review. company said. Crosby Marketing Communications currently handles work on The Partnership for Affordable Clean Energy, an Alabama-based the campaign.  entity with energy industry ties, also struck an economic warning and called the plan a “lousy bargain” with “strong potential to NSC spokeswoman to Edelman raise electricity prices, cost American jobs, endanger reliability, and make our nation less competitive.” aitlin Hayden, former Spokeswoman for the National Security The US Chamber of Commerce expressed similar outrage and Council and Special Assistant to President Obama, has land- vowed to fight the regulations. “It is a bad deal for America, and Ced at Edelman in Washington as a Senior we will pursue all available options, including litigation if nec- VP in its media and technology unit. essary, to block EPA’s regulatory power grab from taking effect,” Hayden, who left the NSC in October and was said CEO Thomas Donohue. a top foreign policy voice for the administration, Energy providers with more diverse sources struck a more con- is a former deputy PA officer for the US Embassy ciliatory tone, reserving final judgment on the regulations while in Kabul and held State Dept. posts since 2001. giving tepid support. Edelman said Hayden will develop media strat- Lynn Good, President and CEO of Charlotte-based Duke Ener- egies for clients and help them “tell their narra- gy, the top electric power company in the US that uses coal, nat- tives through content creation.” Hayden ural gas, oil and nuclear to generate, was more supportive, calling Bernadette Meehan took the reins as NSC spokeswoman on the plan “ambitious” while pitching Duke as a leader in the field Hayden’s exit. 

32 SEPTEMBER 2015 | www .ODwy ERPR.COM International PR News Azerbaijan oil company hires Dominican Republic takes PR help to rebound from probe refuge in MWW 0 Point Strategies and Global Policy Initiatives have gone to he Dominican Republic has hired MWW for “reputa- work for Azerbaijan’s national oil company, which was the fo- tion-building services” and to strengthen the image of the 3cus of a Congressional ethics probe for funding all-expenses Tstate and “dissemination of its Alien Regularization Plan,” paid trips for 10 U.S. Congressmen and 32 staffers. which has raised concerns over the treatment of migrant Haitian The firms began PA and government affairs duties for State Oil workers living there. Company of Azerbaijan Republic (SOCAR) on July 1. The contract The independent PR firm is handling media relations and devel- is worth a combined $25,000 per month on a month-by-month ba- oping “rapid response protocols” on behalf of the DR, which shares sis. 30 Point receives the bulk of the fees, $17,500. the island of Hispaniola with impoverished Haiti. U.S. lawmakers attended the “U.S.-Azerbaijan Convention” held MWW, which also does media training for DR government of- in the former Soviet republic in 2013. The event occurred a year ficials, will rally DR supporters in the business and public sectors. after SOCAR pitched Congress to exclude a $28 billion natural gas New York Mayor Bill de Blasio, who is among critics of the DR’s pipeline project from US sanctions on Iraq, according to the Wash- treatment of Haitians, has called for a tourism boycott of the coun- ington Post. try. SOCAR allegedly funneled $750,000 through non-profit groups Jose Tomas Perez, DR’s ambassador to the U.S., has criticized de in the US to cover up its funding of the conference. The Post also Blasio’s position. reported that SOCAR paid hundreds of thousands to cover the U.S. In a letter to the mayor, Perez wrote that “the call to promote a delegations travel expenses plus gifts. boycott of Dominican tourism not only represents a wanton tort The House Ethics Committee wrapped up its probe into the mat- against a friendly nation and against Dominicans who voted for ter on July 31, clearing the lawmakers of wrongdoing. The Justice you to become mayor of New York, but also an act of political intol- Dept. is reviewing the case. erance and hypocrisy.” Joshua Silberberg, former Communications Director at Israel’s He also said no country does more for Haiti than the DR. Washington embassy, is working the business from 30 Point. Jay Dominican Today (Aug. 6) reported the DR government-assisted Footlik, former Special Assistant for President Clinton and White volunary return of undocumented foreigners program has helped House liaison to the Jewish community, and Gabe Ross, who 878 Haitian migrants. More than 65,000 Haitians have left the DR worked at the U.S. Chamber of Commerce as Senior Manager for on their own. Turkey and the Middle East, handle matters at Global Policy Ini- In July, Squire Patton Boggs signed a five-year $2.7 million gov- tiatives.  ernment relations agreement with the DR. 

FARA News  NEW FOREIGN AGENTS REGISTRATION ACT FILINGS Below is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit, Washington, D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and communications work on behalf of foreign princ ipals, including governments, political parties, organizations, and individuals. For a complete list of filings, visit www.fara.gov.

DLA Piper US LLP, Washington, D.C, registered July 23, 2015 for Palestine Monetary Authority, Ramallah, Palestine, to assist with compliance with anti-money laundering and economic sanctions laws and regulations, and to strengthen the relationship between the Palestine Monetary Authority and the U.S. Government and U.S. correspondent banks.

Omni Advisors, LLC, Washington, D.C. registered Aug. 10, 2015 for Republic of Sudan, Washington, D.C., to seek debt relief for Sudan by negotiating with creditors of Sudan. The creditors are multilateral (e.g., the International Monetary Fund and the World Bank), bilateral (e.g., the Kingdom of Saudi Arabia, Kuwait France, the United States), and commercial (e.g., various private parties).

Lobbying News G NEW LOBBYING DISCLOSURE ACT FILINGS NSC spokeswoman to Edelman Below is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerk of the House of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying Disclosure Act of 1995. For a complete list of filings, visit www.senate.gov.

White House Consulting Inc., Washington, D.C., registered Aug. 19, 2015 for Flippin’ Pizza, San Diego, CA, regarding nutrition and food labeling.

Magic Leap, Inc., Dania Beach, FL, registered Aug. 19, 2015 on behalf of itself, regarding general education about AR/VR and mixed reality technologies.

Holland & Knight LLP, Wash., D.C., registered Aug. 12, 2015 for Lloyd’s America, Inc., New York, NY, regarding cybersecurity and cyber insurance.

Bergwall & Associates, Alexandria, VA, registered Aug. 17, 2015 for ProVerde Laboratories, Milford, MA, to regarding interstate commerce issues dealing with cannabis laboratory testing and transport.

Alston & Bird, LLP, Washington, D.C., registered Aug. 12, 2015 for U.S. Public Interest Research Group, Washington, D.C., regarding issues related to the Department of Labor Wage and Hour Division’s proposed rule related to overtime requirements under the Fair Labor Standards Act.

www .ODwy ERPR.COM | SEPTEMBER 2015 33