Founder Laura Bindloss took Nylon Consulting to a new level this year, launching a new, YouTube-first media brand called Designer Home Tours – which hit one million views in just over three months. It’s this out-of-the-box thinking that has helped the home and lifestyle PR agency pivot into winning accounts that are focused in the hospitality and commercial industries; the agency is now working with Mint House and the New Work Project – two companies pioneering new business models and concepts in their given fields (hospitality and co-working). After two-and-a-half years, Nylon Consulting’s social media offering has evolved, and as such the agency has amended its retainers and launched scalable products that are on track to become a significant portion of Nylon’s revenue. Bindloss and team are also in the midst of formalizing a content division, which will handle independent photo shoots (even for clients that are not agency clients), social first content capture, renderings and the ability to produce branded content (something they’re already doing for a longtime client).
Laura Bindloss, Founder
Notable long-term clients:
Christopher Peacock, The New York Design Center, Artistic Tile, Liz Caan, McKinnon & Harris, WallPops + A-Street Prints, de Gournay, Sasha Bikoff
New client wins:
Mint House, Dixon Rye, Samplize, New Project Group, New Work Project, Royal Green Appliances, Wovn Home, Bennett Leifer
How are you innovating and moving the industry forward?
“By creating opportunity where it was lacking. In our industry, media brands are shrinking, and there is no landscape for video-first editorial, so we created it ourselves. Our media brand has featured our own clients, but it also means we're working with additional publicists and independent designers to highlight and showcase their work. We're also challenging the traditional retainer model – not every client who contacts us needs an annual retainer (nor can they afford one), so we've developed a number of products more suited for a fast go-to-market strategy and launch. It's opened us up to new types of clients and opportunities that we wouldn't have been able to work with before.”