NEW YORK: The Oscars have become the Super Bowl of the PR world and
taking this year's trophy is jeweler H. Stern.
The firm, considerably less well-known in celebrity circles than rivals
such as Harry Winston and Van Cleef & Arpels, pulled the stops out this
year and its efforts resulted in name checks just about everywhere. The
catalyst? Traffic star and Hollywood's newest darling Catherine
Zeta-Jones who donned a dollars 170,000, 50-carat necklace and matching
earrings for her high-profile presence at the Academy Awards.
While this particular placement came as a result of a personal
relationship between Andrea Hansen, H. Stern's VP marketing, and an
unidentified friend of Zeta-Jones', other placements were secured via
two other agencies: Beyond PR and Paul Wilmot Communications. The two
firms persuaded stylists and personal publicists - who are increasingly
choosing their clients' outfits - to stop by at the H. Stern suite at
L'Hermitage three weeks before the event.
Among outlets publishing Zeta-Jones' picturesque decolletage were
Entertainment Weekly, the New York Post and TV shows including
Hansen said that although the firm had been to the Oscars twice before,
it gained substantially increased name recognition this year.
'Catherine's presence there was priceless,' she sighed.
Other stars dripping in H. Stern this year were The West Wing's press
secretary Allison Janney and Scream's Neve Campbell.
Sean Young, whose credits include Dying Young, appeared on Politically
Incorrect with Bill Maher in the firm's 'Greta' collection and attended
after parties in the 'Ritzy' jewelry. Which all goes to show that Joan
Rivers' question, 'Who are you wearing?' isn't so silly after all.