Nina Kaminer is a true veteran of the public relations business, founding her agency Nike Communications over 30 years ago. Since its inception, the agency has worked with a who's who in the luxury field, including the likes of Bang & Olufsen, Bentley, Bvlgari, Buccellati, Lalique, McIntosh, Mouton Rothschild, Rolls-Royce and Vacheron Constantin among others.
What does your company do?
We are brand story tellers! We work closely with brands to define their brand narratives. Then we tell those stories through the media, as well as through events, partnerships and influencer relationships.
How did you start the business?
In 1984, the world of luxury brands was beginning to change. Bernard Arnault bought Christian Dior to build the world’s first luxury conglomerate. American Express launched its Platinum Card in response to the burgeoning HNW buying power. Luxury brands were starting to hire strategic thinkers from other industries in order to build corporate cultures out of what was previously family business cultures. I wanted to be a part of that luxury brand evolution. Since there were no agencies at that time which specialized in that, I decided to start one.
Tell us about some of the highlights of your career thus far
We have helped Montblanc evolve from a small European pen brand to a fully diversified luxury brand. We have helped Rosewood Hotels & Resorts, a small jewel of a brand, become one of the top 5 global hotel brands. We helped Champagne Krug, a brand known only to wine connoisseurs, capture the spotlight and get bought by LVMH. Much of our work has been devoted to heritage brands and we are so fortunate to have worked on the best of the best including Bang & Olufsen, Bentley, Bvlgari, Buccellati, Lalique, McIntosh, Mouton Rothschild, Rolls-Royce, Vacheron Constantin among others.
How has the PR business changed since you started out?
Celebrities play a much bigger role in brand communications than they did in the 80s. And of course social media has changed the game. Social media influencers have become as important as journalists, and even become celebrities in their own right.
What are some of your current projects that you’re excited about?
I’m excited about the upcoming Breeders’ Cup, where American Pharaoh has the chance to win the first ever Grand Slam of horse racing. We are on the precipice of a new era for horseracing! I’m excited about the opening of the Master Villa at Las Ventanas al Paraiso, which will be the ultimate resort villa in the world. I’m also excited about the opening of The 14th Factory exhibition next year. We just announced the exhibit plans with a private dinner created by the NOMA team from Copenhagen.
What are your tips for success?
To be strategic. And to think long-term, even in the smallest of details.
What are some of the biggest changes you predict for the industry in the next 5-10 years?
Victoria and Albert held an exhibition this spring exploring the definition of luxury. It asked “What is Luxury?” and I think we will all agree that the advancement of digital and social media platforms will continue to have a great impact on this answer. How do we define this term -- which is about exclusivity, connoisseurship and discretion – in a digital world that is creating access to millions in a single post?
LaForce
View ProfileCJC Insights
View Profile12.29
View ProfileRachel Cole Art Advisory
View ProfileBlack Frame
View ProfileSEEN Group
View ProfileBullfrog + Baum
View ProfileLesley Vecsler Communications
View ProfileModern Luxury
View ProfileThe A List
View ProfileCarfrae Consulting
View ProfileBICOM Communications
View ProfileQuinn PR
View ProfileRelevance International
View ProfileNJF an MMGY Global Company
View ProfileNike Communications
View ProfileThe Communications Bureau
View ProfileLaForce
View ProfileThe Communications Store
View ProfileThe Brandman Agency
View ProfileBMF
View ProfileModern Luxury
View ProfileBerlinRosen
View ProfileMeg Connolly Communications
View ProfileWalker Drawas
View ProfileGeneral Motors
View ProfileM18
View ProfileKate Spade
View ProfilePreferred Hotels & Resorts
View ProfileChristie's
View ProfileMarie Claire
View ProfileCultural Counsel
View Profile12.29
View ProfileWhitney Museum of American Art
View ProfileLinda Gaunt Communications
View ProfileAlison Brod Marketing + Communications
View ProfileThe Gathery
View ProfileMKG
View ProfileSHADOW
View ProfileBrandstyle Communications
View ProfileBlack Flower Agency
View ProfileSix One Agency
View ProfileBacchus Agency
View ProfileThe Select 7
View Profilealice + olivia
View ProfileRon Wendt Design
View ProfileVan Wyck & Van Wyck
View ProfileJ Public Relations
View ProfileThe Flair Index
View ProfileThe 5th Column
View ProfilePineapple Co / MKG
View ProfileElliot Carlyle
View Profileaf&co.
View ProfileClaur Magazine & Creative Agency
View ProfileGia Kuan Consulting
View ProfilePurple
View ProfileMagrino Agency
View Profileb.good PR
View ProfileBattalion PR
View ProfileLion + Lamb
View ProfileLFB Media Group, BMF Media
View ProfileDi Petroff PR
View ProfileChristie's
View ProfileLittle Gem
View ProfileBecca
View ProfileVoltz Clarke Gallery
View ProfileParasol Marketing
View ProfileBrandstyle Communications
View ProfileTHE CONSULTANCY PR
View ProfileWednesday Agency
View ProfileAZZI+CO
View ProfileEddie Zaratsian
View ProfileFunctional Creative Design
View ProfileNES Creative
View ProfileEmily P. Wheeler
View ProfileSheridan&Co
View ProfileMMCurate
View ProfileSimmons PR
View ProfileStylists to a T
View ProfileH&S
View ProfileCatherine Miran Press Office
View ProfileCadillac
View ProfileChristie’s.
View ProfileLaura Neilson
View ProfileKWT Global
View ProfilePaul Wilmot Communications
View Profile