Kaplow Communications
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Kaplow Communications

Kalpow Communications is the latest in an increasingly long line of public relations firms with their roots in the fashion ad beauty sector that have succeeded in expanding into broader markets.

Holmes Report

Kalpow Communications is the latest in an increasingly long line (think De Vries Public Relations, Marina Maher Communications) of public relations firms with their roots in the fashion ad beauty sector that have succeeded in expanding into broader markets, demonstrating an ability to develop marketing public relations programs that build brands and ultimately move product. So now, in addition to high-profile fashion and beauty clients such as Shiseido, Coach leatherware, and Liz Claiborne, the firm represents clients in healthcare (McNeil Consumer Healthcare), new media (iVillage and eBay) and even business-to-business.
 
The breakthrough in Kaplow’s growth beyond its original niche came when the founders of iVillage concluded the firm could leverage its expertise in marketing to women to position their Internet venture. Validation came in a big way earlier this year when eBay selected Kaplow to replace global PR giant Manning Selvage & Lee as the auction site’s agency of record. Like other big name clients, eBay was attracted by the firm’s creativity, client service focus, senior level involvement (founder Liz Kaplow still plays a role in every account) and emphasis on real results.
 
New business successes in 2001 included Johnson & Johnson’s Nizoral shampoo and eBay, which joined a roster that includes Lawyers.com, Target Corporation and CVS/pharmacy. The firm helped launch eBay’s Auction for America—one of a handful of cause-related marketing programs it developed during the year—as well as the company’s partnership with The History Channel. The firm also worked for the Cosmetic Executive Women’s Beauty Awards and handled media relations for the Target Townhouse as the retailer made its debut in New York. Overall revenues were up around 35 percent.
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