Evins Communications

Jacqueline Long, President

A powerhouse in the luxury and lifestyle PR space, Jacqueline Long has built an impressive career driving brand growth and shaping cultural impact. After years leading consumer engagement at Moët Hennessy, Jacqueline returned to Evins Communications and now serves as President, combining her expertise in luxury branding with a commitment to fostering a positive, inclusive culture. We spoke with her about Evins’ recent growth, her leadership approach, and her vision for the future of public relations. 

How did you get your start in PR?  

My journey into PR began with a twist of fate and a dash of curiosity. My father was a DJ at a radio station when he was in college. I thought it sounded fun, so I secured an internship at a local radio station during my college years. The internship was in the PR department and kicked off my love of communications. It was a logical career aspiration for me since PR is about connecting with people, shaping perceptions, and making a positive impact. I have volunteered since high school and it has always been important to me—that, and I always got notes sent home about my talking too much in grade school, so I guess it was meant to be!

Tell us about your decision to rejoin Evins a few years ago, and what your current role as President of Evins Communications entails. 

Previously, I spent seven years leading the first consumer engagement department at LVMH/Moet Hennessy. An appreciation for the provenance of brands, a keen understanding of luxury brand marketing and the ability to drive culture positively and inclusively are skills sharpened by my journey with the largest luxury goods house in the world. After a successful track record of growing brands and breaking barriers, I endeavored to share these learnings. I also missed the agency side of the business. Joining Evins was a natural choice as the people are terrific, they do excellent work in the industries I love (wine, spirits, travel, hospitality) and the agency is constantly evolving and improving. Ultimately, my job is about creating an environment where people feel valued and inspired to do their best work. By focusing on our team's well-being and professional development, we build a resilient and innovative agency that drives success for our clients and makes a meaningful impact.

How do you foster a sense of community and a “one-team” culture within your agency? 

Instilling a positive culture and strong sense of community is fundamental to our success. We achieve this through a combination of our clear and transparent communication practices that build trust, collaborative projects among members of different teams to share knowledge, development opportunities and ensuring that our team—our most important asset—feels as though they belong! Living these pillars creates an environment where everyone feels connected, valued, and driven towards a common goal. This sense of community and one-team mentality is incredibly beneficial for our internal culture and our ability to deliver outstanding results for clients.

Can you elaborate on the recent acquisition of Teuwen Communications and how it has expanded your agency’s portfolio and service offerings?  

I was very fortunate to have a key role in this acquisition and the resulting integration of our new team members into Evins. As an award-winning wine & spirits public relations agency, the Teuwen team shares many of the same values – specifically creativity and collaboration – which reinforce the effectiveness of the Evins approach to public relations: prioritize business growth and consumer engagement via insights-driven, relevant programming.

Along with the talented Teuwen team, Evins inherited an impressive portfolio of clients including Alto Adige Wines, Ancient Peaks Winery, BNIC (Bureau National Interprofessionnel du Cognac), Medoc Bordeaux, Quintessential, Wines of Alsace, and the recent additions of The New York Wine & Grape Foundation (NYWGF), Stag’s Leap Wine Cellars, and Klocke Estate.

Tell us more about the “Unfinished Business” initiative and its impact on small businesses nationwide.  

Thank you for your interest in this initiative. I am honored to have been given the opportunity to envision and bring Unfinished Business to life. This program was created to support Black, Asian, and Latin-owned small businesses across the country disproportionately impacted by systemic inequality. The program delivered financial and hands-on support to businesses across the country to help ensure that they remained important pillars of our communities. Philanthropic endeavors are close to my heart and my intention is to approach every chapter of my journey with a purpose-forward mindset.

How do you balance your passion for mentorship with your corporate responsibilities, and what advice would you give to emerging leaders in the communications industry? 

I introduced the largest mentorship program at Moet Hennessy which spurred participation from sister companies Dior and Vuitton, however, there are simple ways to integrate mentorship into daily activities making it easier to maintain balance. Agency principles such as involving mentees in key projects and decision-making processes as well as leveraging technology to facilitate ongoing communication and support gives me the ability to nurture a supportive and growth-oriented environment.

Advice I would give to emerging leaders is to stay curious, culturally thirsty and always seek new knowledge!

Where might we run into you in NYC?  

Probably nowhere as I’m 90% homebody, but when I am out and about, you’ll see me at Madame Matovu (I love a good vintage find), on the street (I walk absolutely everywhere), La Mercerie on Howard Street (first date with my husband) which combines delicious French food and spectacular home décor--two of my favorite things!

How do you envision the future of public relations and communications evolving, and how are you helping the agency prepare for such shifts? 

I don’t think we have yet to fathom how much it will change in the next 5 years. The future of communications will be extremely dynamic, requiring practitioners to be adaptable, technologically savvy and ethically grounded.  AI will continue to play an enormous role in automating routine tasks and generating content. We embrace these technologies and have implemented a suite of new tools to enhance efficiency, gain further access to insights and better synthesize smart data. Good thing our Head of Data & Innovation keeps us a step ahead!

Crisis communications blueprints and the ability to successfully navigate sensitive matters will become crucial due to the speed at which information and misinformation travels. Community enrichment will remain a strategic imperative for brands and continuing to prioritize community support will be crucial for sustained success and relevance. Our team “Give Back” days ensure that civic participation is part of our agency fabric. Lastly, the ability to unwind and cherish simple moments will be more important than ever to ensure balance and instill joy.