The PR Net 100: The Brandman Agency

The Brandman Agency

The Brandman Agency has long worked with prominent and historic hospitality clients, representing iconic hotels and destinations under founder and CEO Melanie Brandman’s leadership. Over the past year alone, the award-winning firm welcomed more than 20 new clients across the hotel, resort, destination and luxury travel space to their distinguished roster. In the fall of 2020, The Brandman Agency launched a new Partner Program providing the opportunity for experienced practitioners to join the agency’s global network within a hosted startup format. Adapting to the current business climate and the evolving definition of the workplace, as well as the future of remote work, the new program provides support and assistance for those wishing to be their own boss, while simultaneously building community, a robust marketing network and fueling the firm’s global expansion. The new program also serves to enhance the agency’s PR services offered to clientele, in that clients are afforded broader access to specialized services via affiliated partners.

Notable long-term clients 

La Mamounia, Raffles Hotel Singapore, Jamaica Inn, Round Hill Hotel and Villas, Palmer House, Palmer House, A Hilton Hotel + Hilton Chicago, Scottsdale, Marriott International

Recent client wins

Arizona Biltmore, A Waldorf Astoria Resort, Carneros Resort & Spa, Delaware County, New York, Elegant Hotels, Barbados, Flagship Luxury Expeditions, Fairmont El San Juan Hotel, Four Seasons Hotel New Orleans, Gaylord Hotels, Grande Lakes Orlando, Luxaviation, Marriott Vail Ski Resort, Mission Pacific Hotel, Moxy South Beach, Omni Boston Hotel at the Seaport, Richstone Collection, The Ritz-Carlton Maldives, Fari Islands, The Ritz-Carlton, Turks and Caicos, The Seabird Resort, The Wall Street Hotel, The St. Regis, Bermuda

Is there a big industry trend you’re backing in terms of your agency offering, and why do you think this area will continue to grow and influence the PR practice?

The Brandman Agency was an early adopter of the influencer trend when it first emerged several years ago, with our Founder & CEO, Melanie Brandman, foreseeing that it was due to grow into a dominant trend within the industry. With influencer marketing here to stay for the long term, this is a key area of focus that we have continued to invest tremendous focus and growth in, in terms of the services we offer to clients and strategies we implement in working with influencers. Love them or hate them, influencers are only going to grow in their ability to shape narratives and influence consumers, and we believe it is crucial for our hospitality clients to find the right ways to work with them and also leverage their own in-house digital platforms in smart, creative ways to reach their desired demographics.

This is why, as an agency, we have invested heavily in growing and expanding our dedicated Brandman Digital division, through which we can bring strategic social media management and other digital services to our clients, in addition to and working in tandem with their PR campaigns. We are also adopting new standards across the board for working with influencers, revamping our approach to collaboration negotiations, contracting, content creation and analytics to ensure we are maximizing the ROI for each and every client.

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