The PR Net 100, 2022: Optimist Consulting

Co-founded by industry vets Scott Cooke, Leslie LeCount and Paul Lerner, Optimist Consulting is known for its work with leading brands and organizations across real estate, jewelry, watches and nonprofits. Of late, the firm has had major growth and expansion into commercial real estate and food and beverage. Specifically, Optimist expanded its branded residences portfolio to Miami, launching the first-ever Major Food Group branded residences, a significant project in Austin and the first-ever Rosewood residences in Beverly Hills. The team also formalized its VIP celebrity relations services and have a dedicated senior account executive who handles celebrity dressing and partnerships, supplemented by PR efforts. Optimist also hired a full-time staff photographer and launched a content studio focused on enhanced social media offerings (including graphic design, video editing and a full suite of related services). Finally, the agency continues to better communities all over through its social impact practice; in addition to project work with the Central Park Conservancy, Breast Cancer Research Foundation and American Friends of Tel Aviv University, Optimist has participated in pro-bono work with local NYC organizations including the Lower Eastside Girls Club and Trinity Place Shelter.

Leadership team:

Scott Cooke, Co-Founder

Leslie LeCount, Co-Founder

Paul Lerner, Co-Founder

Notable long-term clients:

Audemars Piguet, Phillips (watches & jewelry departments), Related Companies RXR Alchemy Properties (including Woolworth Tower Residences),  The Towers of the Waldorf Astoria Residences, New York Central Park Conservancy

New client wins:

Buccellati, Vornado (The PENN District), SONA Home, South Flagler House West Palm Beach, MAJOR Miami (888 Brickell) with JDS Development, Steinway Tower, Swire Properties, Conrad Residences Austin, Rosewood Beverly Hills, RiverStone Estate Foxburg, PA

Highlight any particularly successful client campaigns and their outcomes.

“Throughout 2022, Audemars Piguet is celebrating the 50th anniversary of the Royal Oak timepiece. To date, Optimist Consulting has orchestrated press presentations with subsequent feature-length coverage, events (including the launch of the music program with Mark Ronson and AP House New York) and exhibitions. In addition, we have consulted on native campaigns, KOLS and partnerships to help amplify the messaging. In May, Optimist Consulting celebrated the re-launch of 111 West 57th Street’s social media channels by executing a photography influencer event in the building’s 72nd floor loggia in order to generate more social-forward content and to create additional buzz about the building on social media. 17 photographers with a combined following of more than 1.6 million followers attended the event, posting to their social channels and tagging the building, resulting in tens of thousands of impressions for the client across social media.”

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