Rogers & Cowan PR star starts own firm

NEW YORK: Publicist Desiree Gruber, one of the top guns in Rogers & Cowan’s New York office, has left the agency to form her own shop - and taken Victoria’s Secret with her.

NEW YORK: Publicist Desiree Gruber, one of the top guns in Rogers & Cowan’s New York office, has left the agency to form her own shop - and taken Victoria’s Secret with her.

NEW YORK: Publicist Desiree Gruber, one of the top guns in Rogers &

Cowan’s New York office, has left the agency to form her own shop - and

taken Victoria’s Secret with her.



Gruber, recently billed as a ’brainy beauty’ by one NY gossip columnist,

recently opened Full Picture, a firm that will specialize in public

relations, talent management and TV and film production.



While Gruber claimed that she would continue to work on projects with

R&C, the agency refused to comment on any aspect of her departure. At

R&C, Gruber served as the New York VP of entertainment.



Gruber has already reeled in several high-profile clients. The Ford

modeling agency, which represents Naomi Campbell, has come aboard, and

Gruber has brought several clients with her from R&C, most notably

Victoria’s Secret.



Full Picture will also work on yet-to-be-defined ’special projects’ for

Campbell, model Heidi Klum, Miramax Films and designer Roberto Cavalli.

Among the other clients who were quick to sign up are fashion brands

Express and NY & Co.



’I first looked up Desiree because I wanted to know who had done the PR

for the model Frederique,’ said Monica Mitro, VP of PR at Victoria’s

Secret. ’When I heard she was starting her own agency, we immediately

went with her.’



Full Picture has started with a staff of five, including Gregg Mongone,

formerly a publicist with celebrity-centric agency PMK, and Jane Cha,

who worked closely with Gruber at Rogers & Cowan. Both join as account

executives.



’In PR, ideas can drive a whole project,’ said Gruber. ’It was

distressing to pass them on to other people. We are looking to grow with

our clients.



Coming in at the end to book clients on shows has never been my

specialty.’



While the agency will be based in New York, Gruber plans to open an

office in Los Angeles within a year.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in