One of the most recognisable and iconic jewellery brands in the world. True to its roots yet always innovative, they were absolutely in the vanguard of the luxury industry’s adoption of social media very early on.
We were asked to find a Public Relations Director to oversee their PR and events throughout Europe. This person would be responsible for delivering significant and impactful editorial coverage across print, digital and social media. They would need to implement a regional PR strategy, leveraging the company’s global assets and creating local brand appropriate opportunities. They would also be expected to cultivate cutting edge partnerships through endorsements with celebrities, influencers and brand integration and to elevate the brand messaging through both traditional and new media channels.
The role also oversaw the on-site execution of regional customer and press events around Europe and, therefore, required a charismatic brand ambassador who could cultivate collaborative relationships with both the global PR team and agencies in local markets.
It was vital that the new PR Director would be able to identify and implement initiatives that would ensure the brand continued to be seen as best-in-class in Europe. Initially clear that candidates should currently be senior in-house PR executives for comparable luxury brands, the client gradually became open to the possibility that there may be outstanding candidates within PR agencies and so agreed to widen the brief.
The successful candidate had indeed spent almost his entire career within classic fashion PR agencies, but the client was so impressed with his knowledge, management style, personality and international experience, that they lost no time in offering him the job.