The PR Net 100: Krupp Group

Krupp Group

Krupp Group represents clients in fashion, lifestyle, health and wellness, beauty and travel via its  NYC and LA offices. Founder Cindy Krupp is deeply involved in the industry, serving as an Accessories Council Board member, CFDA Mentor and Couture Board member. This year, Krupp Group launched sister agency Studio Beauty with a focus on beauty, health and wellness. This past year, the team launched Jenna Lyons new brand LOVESEEN, and is currently working with Paula's Choice, Trinny London, Eva NYC and LOUM, to name a few. This beauty collective has also grown their college influencer network, -28 ROW, and worked on successful campaigns with brands such as; H&M, Elf Cosmetics, Madwell, Waterdrop – in addition to launching the 28 ROW app for college women. This trifecta of Krupp Group, Studio Beauty and 28 ROW has expanded their core capabilities and service offering to support brand partners seamlessly across the different agencies.

Notable long-term clients

Foundrae, Eva Fehren, Elizabeth Locke, Mother Denim, Dr Martens, Erika Bloom, Michael Stars, Alison Lou

Recent client wins 

Goodfair, The Westside, The Last Line

What are you most proud of as a leader?

Our company culture. I am proud to say that I have a team that has been with me for many years, which I think is rare in the agency environment. We not only have quite a few who have celebrated 5 and 10 year anniversaries, but I also have some boomerangs – employees who have left to pursue other interests and have come back to join Krupp Group again.

This has been by far the most challenging year in business, where I’ve been tested in more ways than I thought possible, but being the lead at the agency that I built, I am most proud that when faced with adversity, my team prevailed without losing their sense of identity and comradery. In a completely remote environment, we found connection, collaboration, and kindness in our peers. I’m proud to have nurtured a community with a sense of loyalty and compassion for the greater team.

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