Entertainment and lifestyle marketing specialist
BNC (the former Bragman Nyman Cafarelli) was one of the first public relations firms in the country to merge a successful entertainment business—including representation of some of Hollywood’s hottest celebrities—with a real corporate practice, focused on helping leading lifestyle brands across categories ranging from automotive to beers and spirits to fashion to food connect with consumers through popular culture. That’s why Interpublic acquired BNC in the late 90s, and kept the firm independent of its larger PR agencies, so that it can continue to provide its special blend of celebrity access and marketing savvy to clients across the holding companies PR and advertising business.
Typical of the firm’s approach is its recent work with American Express, which has been working to engage younger consumers by reuniting comedian Jerry Seinfeld with his one-time advertising costar Superstar in a series of “webisodes” available online. BNC was charged with generating coverage about the campaign and driving traffic to the site, and generated national publicity, including a Today Show appearance by the two stars. The firm has also been working with famed producer Norman Lear on his Declar Yourself initiative, a voter registration program inspired by Lear’s ownership of the last remaining original copies of the Declaration of Independence.
The firm is one of the largest in southern California, with 130 people (the vast majority of them under the age of 40) and offices in Los Angeles and New York. Growth was around 10 percent last year, with new business successes including T-Mobile and Dessert Beauty, several assignments from General Motors, and launch of the new PlayStation Portable. There were also some notable hires, including former client Peter Dang (ex-president of Sony Signatures) as chief marketing officer; and Doug Scott, former partner in Hypnotic, and Joe Assad, another ex-client, who joined to strengthen BNC’s New York office.