February 17th, 2012 | Posted By Erin Serrano
The lights, the runways, the models, the clothes! This is what one thinks when you say New York Fashion Week. For this PR girl, my mind goes to – the boxes, the vendors, the spotlights, the signage, the caterers, the press, the wine! Not exactly the most glamorous of images, is it?
For the past six years, I have had the pleasure of working on my client’s big NYFW program – the Ecco Domani Fashion Foundation created by Ecco Domani Wines. It is an amazing program that gives the best and brightest emerging designers the chance to present their collections on fashion’s biggest stage. The fun part for me is getting the unique peek behind the curtain of glamour.
Making your mark…
Now there’s no question why a brand would want to be a part of this major event. You’re getting your product in the hands of highly-influential fashionistas and connecting your brand to the world of style. But making that happen and making it memorable is more than just pouring wine. For Ecco Domani in 2001, it was about leveraging the brand’s modern and stylish brand image and making a footprint in fashion that would create a lasting impact on the industry as a whole. Enter DeVries and the Ecco Domani Fashion Foundation! For 11 years, we have helped launch the careers of some of the biggest names in fashion like Zac Posen, Derek Lam and Alexander Wang to name a few.
It’s more than just pretty clothes…
My friends look at my job and think – “Oh wow! Fashion Week – it must be so glamorous!” What they don’t see is the months of work that goes into building a program that will grab the attention of the most sought after editors and writers all within a sea of other glitzy brands.
From stalking showrooms and new designers to sifting through over 200 applications to make sure each one qualifies – my team’s work begins almost a year before the lights go up on the runway. During Fashion Week, we are working with seven different designers (and personalities) to make sure their shows are ready to go while coordinating catering teams to pour that oh-so-important wine at each event. Not to mention, is the gobo spotlight working? Did Women’s Wear Daily get their invitation? Are the signs where they need to be (yes that was us walking down 10th Avenue carrying an eight foot tall step-and-repeat because there was no time to messenger it!)?
But when it all comes down to it and you take a step back to see all the hard work pay off, it’s a great feeling. When I meet the designer who, with tears in her eyes, tells me that this program has changed her life, I’m proud of my work. When my clients are all smiles as they walk into the event that my team has worked so hard to put together, I feel glamorous, on the inside.
Erin Serrano is a Senior Account Supervisor here at DeVries. You can find her talking all things wine and travel on Twitter.
February 16th, 2012 | Posted By Cassie Boorn
A couple of months ago the New York Times announced that KJ Dell’Antonia would be taking Lisa Belkin’s place at the popular Motherlode blog. Recently, I sat down with KJ to chat about her career path and how she became the new lead blogger at the Motherlode. Here’s a snapshot of what we can learn from KJ’s career path.
1. Don’t be afraid of change.
After 9/11, KJ was laid off from her job in the legal field. Rather than frantically updating her resume and sending it out to law firms, KJ took a moment to reassess and decided to focus on an entirely new career as a professional writer.
Change can be incredibly scary, but by taking on a new challenge KJ was able to build relationships with some of the most well-known traditional publications, and build a career that allowed her to stay home with her family.
2. Say yes more often.
KJ said that it took years to build relationships with well-known editors. The key was to say yes to opportunities you might not otherwise take and broaden your expertise. “If I wanted to write for a publication I would write about whatever they wanted in whatever voice they wanted. To get the good work you have to prove that you are willing to do all of the work.”
In sticking to this philosophy and saying yes to a position reviewing children’s media at Slate magazine she was able to eventually land the job at Slate she was really interested in. “It was one of those stories that saying yes to other things leads you to what you really want.”
3. Build yourself a niche.
It was at Slate that KJ learned the ins and outs of blogging about parenting for a traditional media outlet. “There aren’t many parenting blogs that are topical, political and cultural all at once.” When the position opened up at the New York Times KJ was one of the few bloggers that was writing in the way that the Times was looking for. In building a niche in this traditional parenting blogging space KJ was able to stand out from the rest when the position opened up.
KJ had some great advice for aspiring writers and freelancers who are interested in writing for publications like the Times. You can find the full interview over at She Posts.
Cassie Boorn is the Social Media Coordinator at DeVries. You can also find her writing regularly at her personal blog.
February 3rd, 2012 | Posted By Cassie Boorn
This Sunday, football lovers across America will be preparing their Queso dip, grabbing a bucket of wings and settling down in front of the big screen to watch the biggest game of the year. While super fans everywhere are busy getting excited about the big day, they may be forgetting about the inevitable cold and flu season that is upon us. Our client, Vicks, asked people across the country how they would survive a Super Bowl sick day with questions like: “Which NFL player would you most likely want to feed you chicken noodle soup?”
See who these super fans chose to share that bowl of soup with, and check out some of the other fun responses in this infographic all about Super Bowl sick days: