NEW YORK: Coffee brand Illy Caffe has appointed Adam Paige, former brand PR manager at Mercedes-Benz, to serve in the newly created role of PR director.
Paige, who joined the company earlier this month, reports to Myra Fiori, VP of corporate communications and PR at Illy.
Illy Caffe created the PR director position to further "the integration of marketing and PR against a new strategic business plan," said Paige, via email.
He added that his main tasks include overseeing all brand and corporate communications efforts at Illy, such as events, sponsorships, and social media. The work stretches across both trade and consumer outreach.
"Illy is an 80-year-old coffee company with amazing heritage and passion for what they do from product quality to sustainability," explained Paige. "My role is to be a great storyteller and to create beautiful Illy coffee experiences."
Paige, who stepped down from his role at Mercedes-Benz USA last summer, worked on several freelance projects as he "went through the process of honing in on what was the right role and brand" for him, he said via email.
During Paige’s five years at Mercedes, he handled brand and heritage communications, as well as regional PR efforts in the US, according to his LinkedIn page. He leveraged fashion, entertainment, sports, food, and charitable initiatives to promote the brand.
Before Mercedes, Paige worked at Cohn & Wolfe as a VP for 11 years.
In October 2012, UK-based communications agency John Doe opened its New York office with Illy as its launch client.