Former Edelman SVP N'Guyen launches luxury boutique

Viet N'Guyen, previously a consumer brands SVP at Edelman, has opened her own luxury and brand strategy boutique called Issa PR.

Viet N'Guyen
Viet N'Guyen

NEW YORK: Viet N'Guyen, previously a consumer brands SVP at Edelman, has opened her own luxury and brand-strategy boutique called Issa PR.

Issa, which opened its doors on November 17, is focused on delivering clients work with "unparalleled creativity, high-level strategy and flawless execution," said N’Guyen, who is serving as CEO of the firm.

With eight staffers, including team members in London and Los Angeles, the New York-headquartered agency is debuting with several clients on its roster. The firm won business from Pernod Ricard to handle PR for Absolut's new luxury vodka, Absolut Elyx. Work on the account began last week, and N’Guyen said Issa is working with the brand on an Art Basel campaign in Miami, which is a show that displays modern and contemporary art.

In addition to Absolut Elyx, Issa was brought on by luxury menswear designer Nick + Campbell, which works with celebrity clients, such as singer Usher. The agency will also launch a restaurant next year and work on international philanthropy efforts for another account, but N’Guyen wasn’t able to disclose the names of either client.

N’Guyen said she created Issa because "marketing to luxury brands is profoundly different from traditional consumer brands."

"It's paramount to create a poetic narrative - one that traverses geography, history, and time," she explained. "Campaigns are extremely bespoke and personalized for affluent consumers and influencers."

The firm, which is looking to hire staff in the months to come, will differentiate itself from other luxury boutiques by offering clients a wide range of services, such as general market and multicultural media relations, event support, content creation, digital and social strategy, and non-traditional PR.

Most recently, N’Guyen served as chief strategy officer for a year at art and music boutique pro jekt′: nyc, which works with clients like Art Basel's Untitled Fair, singer Lupe Fiasco, and Diesel.

Prior to that, she spent about seven years at Edelman, working in the firm’s New York consumer brands practice. During her time at the agency, she led initiatives for a number of luxury and lifestyle accounts, including Tiffany & Co., Maserati in collaboration with Bowers & Wilkins, Ian Schrager's Edition Hotels in Waikiki and Istanbul, Heineken, and Volkswagen's lifestyle business.

N’Guyen also previously held PR positions at Jackie Cooper PR and Harrison Cowley.

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