NEW YORK: B. Smith Enterprises has appointed Westin Rinehart as its global branding AOR.
Headed by former fashion model B. Smith, the company has several successful ventures in the food, clothing, jewelry, and home-furnishing arenas.
Dan Gasby, president of B. Smith Enterprises, said the company selected Westin Rinehart because of its experience with both the general and African-American markets.
"We're looking for more than just PR, but [someone] to provide branding and strategic partnerships in the future," he said.
Morris Reid, MD of Westin Rinehart, said the agency would focus on "re-energizing" Smith's brand. "We want to take her in a new direction," he added.
Much of Westin Rinehart's work will center on B. Smith's signature restaurants in New York City, Sag Harbor, NY, and Washington, DC, Reid said.
The firm will also promote Smith's status as a female entrepreneur for speaking engagements and promotional tie-ins, hopefully elevating her to the status of such moguls as Martha Stewart and Oprah Winfrey.
"I think her brand has been under-appreciated," Reid said.
He added that the agency also plans to help in relaunching Smith's magazine, which could fill the "major void" that he said currently exists between Oprah and Essence magazines.
"We just need to ramp it up," he added. "We feel we have a personality that appeals across the board."