Kwittken opens KFF, an 'agency within an agency'

Michelle Aselta is leading the group, which is based in New York.

Kwittken opens KFF, an 'agency within an agency'

NEW YORK: Kwittken has launched KFF, a lifestyle and entertainment unit with the goal of serving clients that want celebrity and influencer relations support.

Michelle Aselta, who joined the firm in January, is leading KFF, reporting to Kwittken co-founder and chief creative officer Jason Schlossberg. The unit has a staff of eight.

"The idea is creating an agency-within-an-agency model – KFF can service its own clients with high-impact celebrity programs and is also available to service Kwittken’s clients as needed," said Schlossberg.

The group’s focus is on publicity, consumer and media events, celebrity influencer engagement, and brand partnerships. It is "co-located" with Kwittken in New York, the firm said in a statement.

KFF has done project work for Wellness in the Schools and American Express. The Design Republik and Dame Products are also clients.

Schlossberg noted that KFF’s agency relationships might not fit into a traditional AOR-client model. While the group was formed partially in response to client needs, Kwittken also wanted to get ahead of industry trends, he added.

"It allows us the ability to work with clients on multiple levels and be even more full-service," said Schlossberg. "The type of work that we’re talking about historically has been confined to more boutique-type agencies."

The firm expects clients to come from the restaurant, fashion, luxury, lifestyle, consumer technology, and real-estate industries, he added. Schlossberg noted that KFF will emphasize "the types of media relations [clients] require" more than working with specific industries.

In June, Kwittken hired Adam Snyder, former senior director of digital and social media strategy at Burson-Marsteller, as its first chief digital officer. He is reporting to global chairman and CEO Aaron Kwittken and Schlossberg.

The company’s revenue was up 9% in the US to $7 million in 2014, year-over-year. Globally, revenue increased 7% to $9 million last year.

This story was updated on August 10 with more information about client relationships and staff size.

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