The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
LONDON, United Kingdom — Digital has put new pressure on legacy business models across fashion and media, so it only follows that the traditional conduit between the two — public relations — is undergoing its own kind of disruption. Communications agencies, once tasked with cultivating relationships with the traditional media, are now required to deliver a wider range of services, covering everything from digital content creation to data analysis. Smaller PR firms, in particular, are reconfiguring their offerings — and in some cases merging with other firms — to better deliver across new platforms and geographies.
To address these changes, Modus and BPCM London, the UK division of the New York based BPCM, are merging to become ModusBPCM in order to better serve clients on both sides of the Atlantic. BPCM’s New York and Los Angeles divisions, which focus on beauty, travel and wine and spirits in addition to fashion, will remain separate entities, but the new company will tap into BPCM’s existing capabilities, including digital and influencer marketing teams on both sides of the country as well as its VIP services in Los Angeles.
The announcement coincides with the departure of Modus founder Diana Hall, who started the company in 1987. On September 4, Julian Vogel, director of Modus, will become the chief executive of ModusBPCM and Catherine Bowman, currently managing director of BPCM London, will retain her title.
“Vanessa, Julian and I all agree that the old ways of doing PR are becoming obsolete,” says Carrie Ellen Phillips, who co-founded BPCM with Vanessa von Bismarck in 1999. “Our business model has already moved away from pure publicity and we are instead using traditional media as one piece of an overall strategy that combines experiential, digital, influencer and customer acquisition strategies.”
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“The BPCM and Modus company cultures and strategic vision have been aligned for years,” adds von Bismarck. “Merging our London businesses felt like a natural step.”
“Together we are strategically placed to understand, analyze and guide our clients with deep insights, clear thinking and planning that works across global markets with local focus,” says Vogel.
BPCM London opened in 2005 and counts Preen by Thornton Bregazzi, Aldo and Longchamp among its clients. Modus's clients include Calvin Klein, Bally and Almora Botanica.
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