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REFRAMING THE ENTIRE EYEWEAR INDUSTRY

August 20, 2020
Privé Revaux, a direct-to-consumer, startup eyewear brand, wanted to make a major splash in the competitive global eyewear market via their range of stylish, high-quality shades for only $29.95 per pair. We implemented a multi-tiered PR and Marketing strategy centered on authentic celebrity engagement, creative storytelling, original content and star-studded events that delivered a constant flow of 24/7 news, dominating headlines and social feeds across the globe. LAUNCHING  A HIGH QUALITY EYEWEAR LINE We recruited brand ambassadors Jamie Foxx, Ashley Benson, Hailee Steinfeld, and brought on Madelaine Petsch from Riverdale for Prive’s first capsule collection. Carefully curated for their individual style, diverse fan base, media appeal, and authentic connection to Privé’s vision – each of the visionaries became true partners, rather than paid endorsers, to help fuel visibility and engage consumers. Targeted media were then selected for exclusive behind-the-scenes access to campaign photoshoots. Our team arranged a media tour of fashion, entertainment, lifestyle, and business media outlets with each celebrity partner. This secured press coverage ran in conjunction with the brand’s official e-commerce launch with Amazon.com. Thanks to this always-on news engine, we secured over billions of media impressions within the first year and our VIP seeding team successfully placed products on more than 100 celebrities, creating a cult-like following for the brand. In the short time since launch, Privé Revaux‘s footprint has expanded globally to 70 countries, in 3,000 retail outlets and in January 2020, Safilo Group, one of the largest manufacturers and distributors of eyewear acquired a majority share in the business, valuing Privé Revaux at $100 million. Successfully transforming a seasonal accessory into a coveted fashion item, the brand continues to garner 160 million impressions per week, with no signs of slowing.

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Huge congratulations to our very own VP of Multicultural Marketing and Communications Marissa Wallace on being named “Ten to Watch in 2022” by Diverse Representation. We are proud of all the incredible work Marissa has accomplished for her clients as well as her impact on the entertainment industry. Diverse Representation recognizes African-American agents, attorneys, managers and publicists who work in the sports and entertainment industry throughout the country. Their mission is to increase the exposure and number of African-Americans and ensure diversity throughout all facets of the sports and entertainment industry. To view the full list of honorees, click
To view the PRovoke News article, click here. “We’re going to see brands being much smarter and have much deeper associations with fewer audiences and fewer festivals and making the best of it,” said R&CPMK CEO Mark Owens. As CEO of Rogers & Cowan PMK, Mark Owens oversees management of the global firm’s client roster, and is responsible for the vision and growth strategy of R&CPMK’s brand and agency offices worldwide. In addition, he is charged with leading ITB, R&CPMK’s sister agency specializing in talent & influencer communications and marketing. When Owens joined what was then Rogers & Cowan