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
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
’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
Coming in at the end to book clients on shows has never been my
While the agency will be based in New York, Gruber plans to open an
office in Los Angeles within a year.