Global fashion PR leader KCD took full advantage of the return of IRL events this year. The renowned team managed guest experience and press for several milestone events including Gucci Hollywood Boulevard, Gucci Cruise in Puglia, The 15 Percent Pledge Gala, the CFDA Awards, Valentino Couture in Rome, Balmain Festival, Alexander McQueen’s show in NY, Ralph Lauren’s return to the runway and, of course, the two Met Galas, last September and this May. In addition to orchestrating local and international in-person activations, the agency started working more with brands on ambassador programs for digital influencers. For instance, to introduce H&M's Circular Design story collection, the most sustainable and innovative high fashion collection yet, KCD contracted 24 talents and four celebrities to exclusively style and create content surrounding the playful vibe and high energy of the collection. The campaign was executed in three key phases, to tease and create awareness from days before the launch, to the day of the launch.
Leadership team:
Julie Mannion, Chairman
Rachna Shah, Partner & Managing Director
Renee Barletta, Partner, Media Relations, KCD NY
Alexis Arnault, Partner, Media Relations, KCD Paris
Nan Richards, Managing Director, KCD London
Notable long-term clients:
Givenchy, Maison Margiela, Farfetch, CFDA, Anna Sui, Tom Ford, Balmain, Tory Burch, Chloe, Isabel Marant, Alexander McQueen, Burberry, Cartier, Diesel, Fendi, Gucci, H&M, Hermes, Coach, Jason Wu, Prabal Gurung, Tommy Hilfiger, Metropolitan Museum of Art, Vogue, WSJ Magazine
New client wins:
Victoria’s Secret, APL (Athletic Propulsion Labs), Brother Vellies, LoveShackFancy, Iris van Herpen, Marine Serre, Brunello Cucinelli, Miista, Bonobos, Neiman Marcus Group, COS
How are you innovating and moving the industry forward?
“We continue to partner with Launchmetrics on their product (we initially developed Fashion GPS software solutions with founder Eddie Mullon). Earned media is under even greater scrutiny these days, so we are challenged to prove ROI in a much more sophisticated way, which we can do with the proper tools. With Launchmetrics’ purchase of DMR, their tools will continue to be the basis for industry standards.”
A New York staple, Magrino just celebrated a major milestone: 30 years in business. The team wasted no time in getting back at it as the world reopened, with staff officially in office, traveling for client to-dos and activating IRL events all over. It’s that hustle that has garnered the agency 25 percent growth over last year, especially in their wine and spirits division; Magrino took on new brand launches for Blake Lively’s Betty Buzz, and Hilarie Burton and Jeffrey Dean Morgan’s MF Libations, as well as the Fine Wine portfolio for Constellation Brands. In addition to those new names – plus business wins in their travel, real estate and consumer divisions – the agency saw much success in organic growth with existing clients Whispering Angel, New York City Decorator Showhouse and The Ranch Malibu, to name a few.
Leadership team:
Susan Magrino, Chairman & CEO
Allyn Magrino, President and CRO
Notable long-term clients:
Martha Stewart, Whispering Angel, Hunter Douglas, Cuisinart, Lotte NY Palace, Christie’s International Real Estate, Miracle Pop Ups, SCOUT, The Ranch, Vaughan, Kips Bay Decorators Show House, The Luxury Collection of Sardinia
New client wins:
Omni Hotels & Resorts (AOR for the overall brand), Omni Grove Park Inn, Omni Barton Creek, Omni Mt. Washington, Omni Amelia Island, Omni La Mansión del Rio / Mokara Hotel & Spa, Omni Boston Hotel, Omni La Costa, Omni PGA Frisco, Omni Atlanta Hotel, Omni Rancho Las Palmas Resort & Spa, Omni Homestead Resort, Omni Dallas Ft. Worth, Hilton Vallarta Riviera, Conrad Tulum, Hotel Du Pont, The Morrow Hotel, Hotel Louis, Scribner's Lodge, Canoe Place Inn, Rebel Hospitality, Renwick Hotel, One Wall Street, Menin Development, Alba Palm Beach, Betty Buzz, Dough Wines, Fuji Whiskey, Flybird, Mischief Farm Libations, Robert Mondavi Winery, Ruffino, Double Diamond, Schrader Cellar, Mount Veeder Winery, To Kalon Vineyard Company, Phoodle, Oumere, 1Kind, Cobble & Co., Roots Fund
Are there any new practice areas that you've started offering?
“We are quickly evolving into a communications practice, focused on staying ahead of the ever-evolving media ecosystem. No longer do we think about PR as just media relations, but rather, we’re building a comprehensive, multidisciplinary team of people who have unrivaled access and relationships. Our team includes experts in brand development, creative, social media strategy, social content creation, experiential design and event planning, and, of course, media relations. We are the ultimate communications firm.”
