Ogilvy Public Relations has announced the launch of a speciality division that will provide communications strategy for retail, fashion and e-commerce clients, while helping brands forge strategic collaborations in the fashion space. The Boutique @ Ogilvy has already been named as PR agency of record for Bruno Magli, the Italian luxury brand known for its quality and craftsmanship. Ogilvy PR won the brand's account after a competitive review last month, so thought it was the perfect time to launch the division with Bruno Magli as its first client. The specialty division will help the brand expand its product collection in the US (though international projects could be added in time) and introduce its 2016 women's collection later this year.
The Boutique @ Ogilvy is based in New York and brings best-in-class public relations, marketing and digital advocacy to build brand affinity, create memorable content and ultimately drive action with shoppers. Core areas of expertise include luxury, accessories, apparel and home-ware. The division, operating across Ogilvy Public Relations' North American network, will focus on two primary offerings: campaign development and fashion collaborations. This includes integrated communications programs, product launches and brand positioning, immersive brand experiences, influencer and blogger programs, designer collaborations, new product development and creative content partnerships. Currently, the division has about 10 staffers across its North American network, though more will undoubtedly be added as the division's client base expands.
Ogilvy PR has announced the launch of a speciality division that will provide communications strategy for retail, fashion and e-commerce clients
The Boutique @ Ogilvy is led by SVP Brooke Blashill, who brings her extensive fashion experience and expertise in forging strategic partnerships with designers, style influencers and content creators. With a masters in Global Fashion Management from the Fashion Institute of Technology and work spearheading award-winning campaigns with brands such as PUMA, Ford and Intel, she merges fashion with the converging worlds of lifestyle, technology and sustainability sectors. Blashill reports to Melissa Smith, EVP and New York brand marketing practice director, and New York MD Jennifer Scott.
Blashill said the idea for the fashion specialty came from “Looking internally at the expertise across the network and matching passion points up with where staff members have experience, whether in past careers or at Ogilvy. She also said retail is an area personally important to her, and that she sees the new division as an opportunity to continue to reinvent herself. Mia Rothstein, SVP of brand management at Marquee Brands, Bruno Magli's parent company, added: “I'm excited to be working with Ogilvy on the Bruno Magli business, as we re-energise this Italian classic. We're both companies with a strong heritage and similar philosophies on building lasting brands.”
The Boutique @ Ogilvy has already been named as PR agency of record for Bruno Magli, the Italian luxury brand known for its quality and craftsmanship
Whilst Bruno Magli will be the division's sole client at first, clients in the practice’s core areas of luxury, accessories, apparel, and home ware, such as Puma, will work with the group. In February, Ogilvy supported a global launch for Puma’s Ignite running shoe, and the firm wants to see similar projects fall into The Boutique. The Boutique will also offer help with collaborations with work to extend beyond fashion brands.
