NEW YORK: Ogilvy Public Relations has launched a specialty division focused on retail, fashion, and ecommerce called The Boutique @ Ogilvy.
The unit is the touch point for the agency’s new client, fashion brand Bruno Magli.
The group, led and conceptualized by SVP Brooke Blashill, who has a master’s degree in global fashion management from the Fashion Institute of Technology, has been in the works internally for the past year.
After winning the Bruno Magli account last month following a competitive review, the agency decided it was the right time to launch the division with the Italian luxury brand as its first official client, said Blashill. The firm’s work for Bruno Magli is initially focused on the US, but Ogilvy could add international projects, she noted.
Based in New York, The Boutique @ Ogilvy has about 10 staffers across its North American network, said Blashill, who reports to Melissa Smith, EVP and New York brand marketing practice director, and New York MD Jennifer Scott.
The idea for the specialty came from "looking internally at the expertise across the network and matching passion points up with where [staffers] have experience, whether in past careers or even here at Ogilvy," Blashill explained.
"Retail is an area that is really important to me," she added. "I was looking at how to continue to reinvent myself here, so this was something I wanted to do."
Clients in the practice’s core areas of luxury, accessories, apparel, and home ware, such as Puma, will work with the group. In February, Ogilvy supported a global launch for Puma’s Ignite running shoe, and the firm wants to see similar projects fall into The Boutique, said Blashill.
The Boutique will also offer help with collaborations, she noted, adding that work will extend beyond fashion brands. For instance, the group could work with a technology company that wants to team up with a designer on a new wearable.