ShopPR, the nimble PR and social media unit of Lippe Taylor, has organized a lifestyle division after recent key client wins from Spectrum Brands Holdings -- George Foreman Grills and Black & Decker Home Appliances.
Vanessa Pesce, managing director of ShopPR, said the two new brands, coupled with the firm’s October win of AOR duties for Keds, will anchor the new lifestyle unit – ShopPR Lifesyle. She said the firm will continue its focus on “all things beauty,” but added that a formal lifestyle practice lets it show fresh thinking and philosophy in other categories “aligned with our sensibility and aesthetic.”
Lippe Taylor, which focuses on beauty/fashion and lifestyle accounts, acquired the then-two-year-old boutique ShopPR in 2000. The boutique firm was founded by Nikki Gersten, former director of global comms. for Prescriptives at Estee Lauder.
Spectrum DVP Glenn Rhodes said the company went to ShopPR because of its strategy, creativity and measureable results.
For George Foreman Grills, the firm has kicked off and is guiding PR for its Weight Loss Challenge highlighting healthful meals which can be prepared with the appliance. Food Network host Gina Neely a spokeswoman for that push.
Black & Deckler has engaged the firm for PR strategy and brand outreach with a focus on national dn global trade shows.
The firm handled Keds’ introduction of recording artist Taylor Swift as spokeswoman in October and was tapped to guide social/digital marketing and PR for the footwear brand. ShopPR picked up the account after what the client described as an “exhaustive agency search.”
Twenty-four-year-old Lippe Taylor is led by Maureen Lippe, a former fashion director at Harper’s Bazaar and Vogue, and has worked with Procter & Gamble, Jenny Craig, Johnson & Johnson, and IKEA, among others.