With an already glittering reputation for its experiential work, BMF recently redefined its public relations service, in anticipation of the business opportunities on the horizon for brands looking to emerge strongly post-pandemic. Turns out they were on to something, as the agency has seen its PR client roster double in less than a year. Key hires including travel and tourism PR industry vet Ty Bentsen, now BMF’s Head of Business Development, and Talya Mirkin, the agency’s Vice President of Earned, were integral in taking the agency to the next level, as the two spearheaded BMF’s new innovative approach dubbed “Experience-Led PR.” By engaging media through a multi-pronged marketing approach that is typically unavailable due to resourcing at competitive agencies, BMF Experience-Led PR provides media with immersive media relations storytelling. The team takes this strategic approach to help support minority-owned brands and clients with a purpose-driven narrative, as seen in their recent work with Sorel Liqueur. This was facilitated by a close partnership with Uncle Nearest Venture Fund, which focuses on investments in BIPOC and female-founded, owned and led brands.
Leadership team:
Bruce Starr, CEO
Brian Feit, Partner
Ed Starr, Partner
Notable long-term clients:
Sunglass Hut and Sorel Liqueur (PR), Marriott International, Rosewood Hotels & Resorts, Visa, FX, Amazon
New client wins:
Loews Hotels & Co (brand-level PR AOR), Japan Airlines (global social media + PR AOR), SelvaRey Rum, The Hidden Sea, SLS Hotel, a Luxury Collection Hotel, Beverly Hills. Project work: FX Atlanta, CBS Ghosts
What have been some of the agency’s greatest successes of the past year?
“BMF Earned’s success can be defined by one word – growth! In July 2021, Earned had a client portfolio of four clients with retainers on the lower end of industry standard. Through the acquisition of top veteran talent and a dedicated Head of Business Development (who served for a decade as The Brandman Agency’s Managing Director, Global Strategy), BMF’s Earned division has tripled its client load and raised retainers to almost four times pandemic rates. Additionally, with the awarding of new business, BMF Earned was able to triple its public relations team on both the east and west coasts, affording clients a ‘best of both worlds’ account team structure in these two critical media markets.”
Articulate is the agency behind some of the world’s most well-known premium, legacy and challenger brands in the beverages space. From Maison Courvoisier to Perrier-Jouët, the team goes beyond traditional media relations to deliver on partnership engagement and management, content creation, event planning and execution, influencer engagement and more. A recent case in point: “We Found Joy,” a fully immersive series of global events to bring the beauty of summer to life, in Maison Courvoisier’s home of Jarnac, France. The series kicked off in New York in March 2022, traveled to South Africa in June 2022 and pops up in London in September 2022. Articulate also executed the Perrier-Jouët “1 With Nature” campaign in partnership with James Beard Award Winning and Emmy-nominated celebrity Chef Sophia Roe. NYC locals have likely experienced examples of Articulate’s outside-the-box thinking for themselves, too. The agency amplified its live event production qualifications to include public events, including founder Moira Breslin’s L.E.A.F Festival of Flowers and New York Irish Whiskey Festival, both designed to spotlight and bring recognition to passionate brands and curated experiences to New Yorkers.
Leadership team:
Moira Breslin, Founder & Managing Director
Notable long-term clients:
Pernod Ricard, Perrier-Jouët Champagne, G.H Mumm Champagne, Mumm Napa, Campo Viejo, Brancott Estate, Kenwood Vineyards Proximo, Maestro Dobel Tequila, Gran Centenario Tequila, Bushmills Irish Whiskey, The Sexton Single Malt Beam Suntory, Basil Hayden Kentucky Straight Bourbon, Sipsmith Gin, Legent Bourbon
New client wins:
Beam Suntory: Courvoisier Cognac, Pernod-Ricard: Lillet, The Glenlivet
How are you innovating and moving the industry forward?
“As Articulate continues to grow, we are investing in our team and Articulate Ventures in order to develop our own IP. Live projects include L.E.A.F Festival of Flowers and the New York Irish Whiskey Festival, both of which came to life in an effort to highlight various industries, bring communities together and marry brands in unique and interesting ways.”
