Melanie Weitzner launched Le CollectiveM just a year ago, and in this time tripled her team size and grew her client roster to represent top F&B, hotel, wellness and design clients in NYC and the Hamptons. Before hitting the one-year mark, her team’s work was recognized with the 2020 Gold HSMAI Adrian Award for the Kennebunkport Resort Collection's "The From Away Lodge" by Todd Snyder at Hidden Pond. Le CollectiveM also supported the launch of The Rockaway Hotel – a now-mainstay in the Rockaway Beach Community responsible for creating over 100 local jobs and providing the area with a cultural hub. The property has been recognized on Condé Nast Traveler's Hot List and Travel + Leisure's It List for 2021.
Notable long-term clients
Dante, Chateau Montelena, Kennebunkport Resort Collection, Highway Restaurant & Bar, Oiji
Recent client wins
Aux Merveilleux de Fred, Palapa, Rita Cantina, Ruschmeyers, Morty's Oyster Stand, Elaia Estiatorio, Provisions Natural Foods, The Amelia
What was your biggest business challenge this year and how did your team overcome it?
Starting an agency in the middle of a pandemic that specializes in an industry (hospitality) that was hit hard this past year. But our loyal, talented team worked above and beyond to maintain and service our clients. Navigating the media landscape is always a challenge, but that became even more apparent. We were no longer able to meet one-on-one with media or provide the first-hand experiences we were accustomed to, so we had to be creative by setting up virtual meetings (i.e. virtual tastings and Zoom interviews) and small but safe, socially-distanced get togethers. There were also so many staffing changes happening at publications and because of the current state of affairs, the types of stories they were willing to cover were also changing. We had to be sensitive to that and adjust our pitching strategies and messaging, but also counsel our clients and manage their expectations as well.
Paul Wilmot CommunicationsIndustry mainstay Paul Wilmot Communications is renowned for its excellence in lifestyle PR, and has been under Hampton Carney’s leadership since he purchased the agency from OmniCom a few years ago. Today, the agile agency continues to shift to serve client needs as they come, notably launching a Cannabis Division two years ago to support this emerging space. Among recent top campaigns are Matrix’s rebrand introducing hair diversity into its product offerings, the YoungArts Together Fundraiser and the Ulysse Nardin Lemon Shark Diver Watch launch. The company also brought on Jane Son as VP of fashion to further the agency’s market share in the space.
Notable long-term clients
Garrett Leight California Optical, IVY PARK, L'Oreal, Estee Lauder, Hublot, TAG Heuer, Yves Delorme, Indochine
Recent client wins
Supima, Bremont, Solbari, handvaerk, ShopThing, MARA Beauty, Sundree
Is there a big industry trend you’re backing in terms of your agency offering, and why do you think this area will continue to grow and influence the PR practice?
We consider ourselves a first-mover lifestyle agency, embracing the cannabis industry with our Cannabis Division launch in 2019. Since then we have expanded the division across wellness, ingestibles, beauty and now dispensaries.
