Nike Communications has had a booming year to date, from earning Grey Goose vodka the #1 share of voice against its competitive set for the entire year, to launching the brand’s multi-year partnership with the GRAMMYs. Ever on the pulse of the latest industry intel, the revered agency has introduced new practice areas, including in-house content production as well as integrated marketing through strategic product placements and prestige showcase in studio films, streaming programs and TV series. In 2022, production projects supported celebrity partnerships, product launches, client re-brands, internal corporate marketing initiatives and seasonal positioning. On the influencer side, the production team supports talent on both sides of content capture, drafting creative treatments to guide unique content and also editing assets through a premium branded lens.
Leadership team:
Nina Kaminer, President
Notable long-term clients:
Montblanc, Rosewood Hotels & Resorts, Miraval, Bacardi Limited, P&G Prestige Men’s Grooming brands, Riedel
New client wins:
David Yurman, The Vitamin Shoppe, Penfolds Wine portfolio, Orlebar Brown, Flexia Pilates, Boram Postnatal Retreat, The Hao Life, Six Senses Ibiza, Related’s development company The Set, UNIQLO
How is the agency advancing DEI in the industry?
“As a female-founded and female-led company founded more than 30 years ago, Nike Communications is all-embracing, celebrating multiple approaches and points of view. Our agency’s commitment to inclusion across race, gender, age, religion, identity and experience drives us forward every day. We approach our work fearlessly, learn quickly, improve constantly and celebrate our wins. Everyone is welcome—as an inclusive workplace, our employees are encouraged to bring their authentic whole selves to work. We are always expanding our network of talent, programs and tools all designed to help employees grow and be successful. In 2020, the agency created and activated a DE&I plan of action with goals that included the establishment of a Diversity, Equity & Inclusion Board and Employee Resources Groups. Additionally, we developed The Black Acceleration Initiative, an annual program to give PR/digital, marketing support and mentorship for the next generation of Black-owned businesses. Looking ahead, to make a sustainable impact on our annual DE&I goals, we have committed to continue focusing on diverse sourcing and recruitment, ongoing training and development and retention and enrichment for all our talent. The agency has defined a long-term strategy for training and development to further foster inclusive cultures and management styles. All employees are given an opportunity to sharpen their knowledge of DEI fundamentals by attending mandatory DEI training workshops provided by the agency.”
Since its launch in August 2019, Maverick Creative has been hard at work solidifying its position as the lifestyle agency for brand-level communications, and the boutique agency has had major names in travel (read: Rocco Forte Hotels, Graduate Hotels and Arlo Hotels) engage them for PR and social media services. In this last year, the agency expanded its creative offerings, increasing content capture and social media photography services to include video capture for Reels and TikTok. Maverick Creative, along with sister company Hawkins International PR, were both acquired by FINN Partners, a significant accomplishment for the young company of just 15 employees. Now, with the resources of a company like FINN Partners, the agency is better positioned than ever to tap cross-industry expertise from tech and crisis comms to publishing and beyond.
Leadership team:
Catherine Colford, Managing Director
Notable long-term clients:
Hyatt's Lifestyle and Luxury portfolio (Thompson Hotels, Andaz Hotels and Resorts, Alila Hotels and Resorts, Hyatt Centric, Park Hyatt, Caption by Hyatt), the Nines, The Shelbourne, The Alexandrian and Morrison House, The Point
New client wins:
Rocco Forte Hotels, Graduate Hotels, Arlo Hotels, Luxury Frontiers, Blueground, Graduate Nashville, Graduate Roosevelt Island
How are you innovating and moving the industry forward?
“[We are] always adapting and finding new ways to share our client news and wins. For example, knowing that many of our clients, especially at the brand level, are rolling out new programming and offerings on a regular basis (lucky us!), but also recognizing that our media friendlies are receiving sometimes hundreds of pitches per day, we wanted to strike a balance that addresses both of those scenarios. We've begun working with a designer to build media ‘cheat sheets’ by hotel or brand that we send out on a quarterly basis. These highly visual, engaging and well-received one sheets have paid dividends in terms of press coverage – they're the gift that keeps on giving! Sometimes if the average pitch isn't landing, especially in a sea of pitches, it is helpful to go back to the drawing board and reinvent the wheel as necessary. We see this as an everyday example of innovation/industry breakaway as we never restrict ourselves to ‘what has been done before,’ and we're always looking for new strategies to engage media in ways that work for them. In our eyes, that is communications in 2022 – keep it fresh, keep it clear and most of all, keep it interesting.”
