Holmes Report 01 Dec 2011 // 12:00AM GMT
The December 2009 merger of Interpublic-owned entertainment public relations specialists BNV (the former Bragman Nyman Cafarelli) and PMK created a powerhouse firm with an impressive client list of celebrities, creative talent and corporate brands in the entertainment world, offering a range of public relations, entertainment marketing, sponsorship, product placement and integration, outreach, and event marketing services. The past 12 months or so have seen the evolution of a distinctive positioning that emphasizes the firm’s consumer engagement capabilities, its deep domain expertise in pop culture, and its approach to “starting conversations with the right people at the right time with the right message” and inspiring those people to share their experience with others.
Drawing on the senior talent from each of its predecessor agencies, PMK*BNC has a leadership team that includes Michael Nyman and co-chairman Cindi Berger, and Chris Robichaud, who share chief executive responsibilities; vice chairman and executive VP Brad Cafarelli; and EVPs Monica Chun (responsible for the marketing practice); Lewis Kay (entertainment) and Scott Floyd (business development). New additions at the EVP level last year included Marian Koltai-Levine (film) and Cheryl Maisel (talent).
Much of the first half of the year was dedicated to ensuring the smooth integration of two distinct cultures, but business began to pick up in the second half, with particular strength in the consumer brands division. The firm continued its work on behalf of American Express, Audi, T-Mobile, Brand Jordan and Samsung and picked up new brand assignments (it typically does not announce its work for celebrities) from Skechers, Cosmo Hotel Las Vegas, VANS, Jenny Craig, the National Orgazation of Threater Owners, UNICEF, the Emmy Awards, Nivea, Juciy Couture, the Glee and Justin Bieber tours, Harrah’s Entertainment Group, Nine West, Activision, and Rock & Republic.
To engage the alternative music scene with the Samsung Mobile brand in the cluttered music sponsorship marketplace, PMK*BNC created the Samsung Summer Krush Opening Act, a competition to find an unsigned musical act to open for Kelly Clarkson in front of an audience of 5,000. To increase public awareness of Jordan Brand, the firm secured placements in more than 30 targeted network and cable television shows such as 30 Rock, 90210, Chuck, Chelsea Lately, Entourage, and CSI: NY. And to showcase the social network abilities of MotoBlur for T-Mobile, it developed a national sweepstakes promotion using Facebook and allowing consumers to vote for their school or college to win a concert from Weezer.