If you take a quick survey of the current buzziest brands, you’ll likely find Infinity Creative Agency is responsible for their PR and comms work. From launching the Amazon influencer program to catapulting Charlotte Tilbury’s brand vitality score past that of celebrity beauty brands, the 360-degree agency shows its prowess with well-known and newer brands alike. Recently, ICA received their official talent management license and launched their agency-owned Infinity House Series, which kicked off last year in the Hamptons and featured activations with brands including Betsey Johnson, Camilla, Rebecca Minkoff, Uncommon James, Skinny Med Spa and GymShark among others. This year, the team recreated the concept in Los Angeles prior to festival season with over 50 brands participating and over 250+ guests stopping by.
Leadership team:
Adee Drexler, Founder & CEO
Notable long-term clients:
Alo, Coachm ITEM (Addison Rae), Tresluce (Becky G), Calzedonia Group, Betsey Johnson, Slip, Quay, Rebecca Minkoff, ByChari, Dezi (Desi Perkins), Camilla, GymShark
New client wins:
Amazon, Charlotte Tilbury, Casa del Sol, Cult Gaia, Living Proof, Kora Organics (Miranda Kerr), JOJA (Josephine Skriver & Jasmine Tookes), Beauty Blender, Superga, Emi Jay, GIABORGHINI, Patou, Simon Miller
Highlight any particularly successful client campaigns and their outcomes.
“[We worked on the] Amazon Influencer Program AAPI Dinner, welcoming AAPI creators to a curated event celebrating AAPI owned small businesses. ICA worked to ensure that all vendors (venue, florist, production) were AAPI businesses to ensure the event authentically supported the AAPI community in every way possible. Zadig & Voltaire’s Pride collection donated proceeds from their charitable division, Art is Hope, to Queer|Art. The support provided critical funding for two initiatives that further the creative and professional development of the LGBTQ+ artist community; one: bolstering support for public presentations of works in progress and new premieres that celebrate the work of Queer|Art’s artists at every stage of development; and two: professional development workshops on topics such as; financial wellness, grant and application writing, hiring and managing artist assistants, professional relationship building and social media training.”
This year, Factory PR put an emphasis on expanding its service offerings to incorporate multiple industries and cultural zeitgeists. Outcomes include expanded social media storytelling capabilities and an official talent division supporting influencers and celebrities alike across career development, branding, PR and networking. The past 12 months have seen an influx of tech and innovation clients including metaverse, crypto and NFT-based brands. The Factory team was actually behind the Miami Bull, where they throned Miami as the crypto capital of the world with a statue unveiling in partnership with TradeStation during Bitcoin Conference 2022. The year’s many successes have everything to do with the learning environment Factory fosters for their team, as evidenced by this year’s launch of a monthly Factory ‘Masterclass,’ or sessions where employees can vote on which category they’re most interested in learning about; the agency designates a time to (virtually) attend the Masterclass seminar together.
Leadership team:
Mark Silver, Co-Founder & CEO
Rose Swarbrick, Managing Partner
Notable long-term clients:
ASOS, Henry Rose, IKEA, KORA Organics, Luxottica, Rebag
New client wins:
FTX, REPREVE, Stereo, For Days, Dr. Naomi Skincare, and a pre-launch stealth beauty brand
How is the agency advancing DEI in the industry?
“In 2020 we made a public declaration of our commitment to equality, diversity and to being an anti-racism workplace. A consultant ran an anonymous survey of current and former employees to get real feedback on our culture and track record of inclusivity. The survey findings informed our mission points as we work to continually be better. Factory organizes a donation match program for contributions to causes, such as the Lebanon Disaster and Kids Need More. We support the NY Food Bank, Trevor Project, NAACP and ACLU on an annual basis. In addition, our employee-led D&I Committee created a BIPOC vendor database to ensure we are supporting Black-owned businesses and hold regular sessions with experts who educate our staff. We have also made it a priority to grow our DEI initiatives and those of our clients. We’re proud to be queer-owned, female-led, with staff identifying from all backgrounds - from parents to BIPOC and AAPI to members of the LGBTQIA+ community, totaling about 35-plus interns.”
