2. Who We Are
1
Corbin-Hillman Communications is a public relations and marketing
communications firm that has brought fame and fortune to clients for more
than 30 years.
We are a team of proven professionals with the strategic and creative talent
to help build your brand and grow your business.
We have offices in New York and Milan to help serve our clients.
And, above all, we are a family business that treats our clients like family.
3. Founder &
Principal
Michelle Corbin Hillman, President & Founder
Michelle began her career as a promotions editor at Town & Country magazine,
then heeded the call of the grease paint and jumped to theatre taking a job at City
Center of Music and Drama as an assistant producer. She worked with all the
major troupes such as ABT, City Ballet, Joffrey, Dance Theatre of Harlem, Alvin
Ailey as well as coordinating the cultural exchange programs. In 1977 she decided
to take her combined media and entertainment skills to work in the marketplace
and founded Corbin & Associates.
Michelle has worked in public relations for over 30 years building memorable
branding strategies and enduring media programs. She has worked
internationally throughout Europe, Asia and the United States. Some of Corbin’s
clients have included Nabisco, Sephora, Finlandia, Bermuda Department of
Tourism, Joseph E Seagram, Diageo, Kobrand, Hebrew National, LVMH,
Shiseido, Hearst and National Geographic.
Michelle is a graduate of F.I.T. and was an English major at NYU. Michelle
Hillman was one of the founding members of the James Beard Foundation and,
for a decade, she penned the food column for Hudson Valley Magazine. She also
served on the media board of the Heart Association and the Advisory Board of
Scholastic magazines’ Home Office Computing.
Ms. Hillman lives in Manhattan with her husband Patrick and they have a home
in Hudson Valley. They have one son who is a partner in Corbin-Hillman
Communications.
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4. Principal
Patrick Hillman, Principal & Founder
For more than four decades, Patrick Hillman’s marketing acumen, strategic
insights and creative branding talent have brought fame and fortune to
scores of brands.
Early in his career, Patrick rose to the senior ranks of two of the hottest
creative agencies of that time: Scali, McCabe, Sloves and Levine, Huntley,
Schmidt. He then became the director of worldwide strategic planning for
HDM, a top ten global agency owned by Young & Rubicam and Dentsu.
Later as president of HDM/USA, he built it into one of the leading creative
shops in the 1980’s. By the early 1990’s Patrick tired of the bureaucracy and
BS of big agency life and went out on his own. Success followed.
The key to Hillman’s success is his unsurpassed ability to consistently bring
breakthrough solutions to a broad range of marketing and branding
challenges, including: Subaru, Perdue, Maxell, Dannon, Lea & Perrins,
Colgate, Dior, Tom’s of Maine, National Geographic, Sephora and many,
many more.
Hillman’s work has won virtually every major creative and marketing award
in the business, but the thing that matters most to Patrick is that his work
helps clients gain competitive advantage, builds their businesses and
enhances the long-term equity of their brands. 3
5. Principal
Sean-Patrick M. Hillman, Executive Vice President, Principal
Sean-Patrick literally grew up in the fields of advertising and public relations with his parents
having successful careers in both industries. Hillman began his career in his teens in
the mailroom of his mother’s PR agency, Corbin-Hillman Communications, working as a
nightclub promoter at night. At university, he focused on journalism, interning at The Charlie
Rose Show and CNN. He was then hired, at age 19, as a business journalist producer for
CNNfn, CNN’s financial news network, for three years.
Sean-Patrick joined Corbin-Hillman Communications full-time in 1999 and has held several
positions, most recently becoming EVP and Principal. His account experience includes
BACARDI, Jose Cuervo Tequila, Sephora, Shiseido, European Wax Center, Disney, Barbie, Spice
World Tour, B*Witched, fetish by Christina Aguilera, Supermodel Valeria Mazza, National
Geographic, Bermuda and several properties on St. Lucia. Sean-Patrick is also a member of the
Society of Professional Journalists and Public Relations Society of America.
Sean-Patrick is also a serial entrepreneur. In 2010, ahead of the bacon-craze, he opened
Baconery, a bakery that marries bacon with baked goods for a sweet, salty and savory flavor
profile. Using his publicity skills, Hillman has earned his award winning bakery features in The
New York Times, The Wall Street Journal, Time Out New York, Eater, Travel Channel’s Bacon
Paradise 2 and many more! Currently, Hillman is working with several travel industry veterans
to launch a new platform for the travel trade; has two television shows in development and is
about to open a new high-end mixology lounge concept in New York’s Hell’s Kitchen as well as a
new management and marketing company for artists, songwriters and producers.
Sean-Patrick is married to Singer/Songwriter Kylie Edmond and they live in Manhattan with
their dogs, Snickers and Rolo. Their love of animals inspired the power couple to start Rock &
Rawhide, a charity that helps increase the level of adoptions for dogs and cats in shelters. In just
three years they have delivered over $1,000,000 in relief to shelters! As a third-generation New
Yorker, Hillman can often be found during the summer taking in America’s Favorite Pastime at
Yankee Stadium.
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6. Principal
Howard Dolgon, Principal, Sports Marketing
As a founding member of Alan Taylor Communications, Inc., the leading
independent sports public relations agency in the country, Howard Dolgon
has spent more than 25 years in the public relations/marketing field. A
graduate of Brooklyn (N.Y.) College, Mr. Dolgon has created and
implemented numerous award-winning programs for a variety of
corporations including MasterCard International, General Mills and Diageo.
He has handled promotions throughout the United States, Europe, and
South America for World Cup Soccer and the Olympic Games. Both he and
Mr. Taylor were named by the New York Daily News as two of the top 40
influential sport figures in New York.
Mr. Dolgon is a visiting professor at the prestigious S.I. Newhouse School of
Public Communications of Syracuse University and is a member of the
Board of Advisors for the school’s sport management program. Mr. Dolgon
is a member of the American Hockey League’s Executive Committee and was
named winner of the James C. Hendy Award as the American Hockey
League's outstanding executive for the 2009-10 season. Mr. Dolgon has also
promoted NBA preseason games and world-class boxing events in Syracuse.
Mr. Dolgon is 53 years old and has homes in East Meadow, NY and Boca
Raton, FL. He and his wife Joy have five children, Mike, Garrett, Connor,
Brittany and Alec and their dog, Rubie.
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7. Partner
Mark Seifert, Marketing Partner
Mark has over 25 years experience helping clients build strong brands
and marketing plans that generate superior results. Mark’s skills are a
combination of strategic insight and executional excellence. He
uncomplicates the toughest strategic issues. And, his tactical plans are
laser-focused.
Mark’s experience includes senior marketing management positions: VP
Marketing at PETsMART and Director of Marketing at Kraft.
Additionally, his agency account management experience includes:
DDB, HDM and McCabe & Company working on brands such as VW,
Porsche, Colgate, Kraft and Weight Watchers.
Mark has an MBA from Clark University, Worcester, MA and he served
as a First Lieutenant in the National Guard.
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8. Partner
Carol Karpa, Media Partner
Like any good media person, Carol Karpa is always seeking out new
media opportunities. But where she really adds value is when she
taps into her strategic insight, creativity and passion for the future
of media.
Carol’s goal is to channel 20+ years of media expertise to help make
the media world a better place for advertisers and their partners.
Carol’s background as a former president of a media buying service,
her mission is to deliver strategic media and marketing guidance by
using best practices to facilitate effective communication between
advertisers and their marketing partners. Ultimately helping
advertisers build brand power.
Additionally, she is one of the few media people proficient in both
traditional and non-traditional media including direct response
advertising and Internet marketing.
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9. Partner
Bernard A. Plesser, Jr., Research Partner
“Buz” Plesser is the President and founder of Plesser & Clifford, Inc., a 26-
year-old market research and marketing strategy firm.
Plesser & Clifford, Inc. (PCI) has engaged in a broad variety of research
studies for hundreds of clients nationally, focusing in the Consumer Goods,
Foodservice, Health Care and Financial Services Categories. Clients have
included companies such as Coca-Cola, Marriott, GMAC, SEI Investments,
Hershey Chocolate Company, Campbell Soup, TEVA Pharmaceuticals,
Bristol Myers Squibb and Pfizer. The primary research services PCI
performs are for advertising development, product development, brand
positioning, brand equity and image studies. Buz’s strength is in qualitative
research. To date he has moderated over 4,000 focus groups and one-on-one
sessions.
Buz is a graduate of Pennsylvania State University, and has completed
graduate studies at the Wharton School. He started his career in Sales and
Marketing Management at Scott Paper Company. He then moved to Gino’s,
Inc., a regional restaurant company in Philadelphia as Vice President of
Marketing. In 1980, Marriott bought Gino’s and Buz served as Vice
President of Marketing for Marriott’s Restaurant Group. In 1982 he founded
Plesser & Clifford, Inc.
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10. Partner
Doug Drotman, Vice President, Sports Marketing Partner
For more than 25-years Doug Drotman has been at the center of the sports
public relations industry. He spent three years at Alan Taylor
Communications and 12 years at National Media Group.
Drotman has worked with every professional sports league, many media
companies, a wide array of events, blue-chip brands and entrepreneurial
ventures telling their stories in a crowded media landscape.
While serving as Vice President, Public Relations at National Media Group –
a full-service sports marketing and public relations firm – Doug worked on
the public relations campaigns for numerous NBA sponsors including;
Schick, IBM, Lucent Technologies, American Express, Jos. A Bank Clothiers
and Fleer & SkyBox trading cards. He has also worked on public relations
and marketing campaigns for several spirits accounts including; Canadian
Club, Malibu Rum and Beefeater Gin.
Doug is a graduate of Guilford College with a B.S. in Sports Management,
where he also served as the school’s Sports Information Director. He lives
with his wife Michele and their three children in Commack, NY.
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11. Account
Supervisor
Kylie Edmond Hillman, Account Supervisor
Australian born Kylie Edmond Hillman worked in Financial Marketing with
StateWest Credit Society for 4 years before moving to the Big Apple from
beach-side city, Perth.
She almost immediately started working with Hillman & Partners and is now
an Account Supervisor to a varied list of clients in different fields that has
spanned beauty, education, non-profit and lifestyle. Kylie enjoys creating
relationships with her clients, and believes that success can only be achieved
through a team mentality.
When not at the office, Kylie is involved with a non-profit to help shelter
animals, Rock & Rawhide, which she co-founded in 2011 with her husband
and agency principal, Sean-Patrick. When they aren’t raising awareness of
the need for adoptions, they can often be found spending time with their two
rescue dogs, Snickers and Rolo.
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12. Account
Supervisor
Kelly Doyle, Account Supervisor
Kelly Doyle began her career as the public relations representative for
TrimSpa. Working to publicize the highly effective OTC regimen, Kelly
worked closely with celebrities to promote the advertising campaign, the
product and the personality behind it, garnering media impressions in the
hundreds of millions.
In 2004, Kelly moved to Corbin-Hillman Communications to join the team
in working on National Geographic, Hearst Brand Development, The Yuta
Powell Salon, resort clients in St. Lucia and the Bermuda Department of
Tourism. Through her wide range of Public Relations experience, Kelly has
refined her ability to garner top notch media attention as well as build
successful events, wide recognition and innovative PR campaigns for her
clients.
Kelly Doyle resides in New Jersey with her husband, James, and their two
daughters.
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13. International
INTERNATIONAL
Ciappi-Corbin is a partnership formed by Michelle Corbin Hillman and Roberta
Ciappi, principal of Studio-Ciappi Public Relations and Marketing in Milan, Italy.
This partnership allows all of our clients to have full access to our expertise and
services throughout North America and Europe.
Roberta Ciappi has had extensive experience in the consumer luxury products and
business service fields with clients ranging from Fiat to Valentino to Walt Disney.
Ciappi-Corbin has the capabilities, the contacts and the expertise to make it happen
on a global or local basis. We know how to market your product, create your
message and build your brand or company throughout the world or just in your
corner of it.
Operating under the same philosophy, our companies have successfully served
many mutual clients.
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14. International
WHAT WE DELIVER
Corbin-Hillman delivers the full power of public relations and marketing
to create competitive advantage for our clients.
From strategic planning to program execution and management, we offer a
constellation of public relations and marketing communications
disciplines to create programs that are seen, talked about and acted upon.
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15. What We Do
Experience
We Have Significant Category Experience
in Virtually Every Industry
Consumer Package
Goods
Business-to-Business
Technology
Health & Beauty Aids
Cosmetics & Fragrance
Fashion & Accessories
Food & Spirits
Media &
Entertainment
Automotive
Travel
Financial Services
Retail
Non-Profit
Fine & Commercial Art
Design
Education
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17. What We Do
Expertise
We Have Specialists In Every Discipline Of Marketing And
Communications.
Market Research
Brand Positioning
Communications
Strategy
Advertising
Public Relations
Sales Promotion
Media
Direct Marketing
New Product
Development
Customer Retention
Values Marketing
Internal
Communications
Social Media
Experiential
Cause-Related & Non-
Profit
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19. Methodology
18
The most expensive thing in marketing is getting it
right the second time.
Our strategic development process has been tested,
refined and proven effective by decades of experience.
At Corbin-Hillman Communications, we get it right the
first time, every time.
Our Process is Proven.
20. CLIENT SUCCESS – CASE STUDIES
We have a long and consistent track record of creating marketing
communications programs (advertising, PR etc.) that deliver
exceptional ROI for our clients.
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24. 23
Objective
To re-invigorate positive imagery and top of mind awareness through increased media
coverage of Bacardi Rums; re-establish Bacardi Superior and Gold as call-brands; launch
new flavors and brand extensions with innovative events and dynamic coverage.
Execution
By deploying a combination of both traditional and non-traditional press and event
tactics, C-HC was able to raise the bar for Bacardi Rums’ press relations and placement
on the national, regional and local levels. The agency created, managed and executed
large-scale national events and platforms for the brand in concert with our sister
agencies. We also worked in conjunction with local field marketing offices to determine
new feature menu placements as well as price changes which were communicated to each
market, localizing coverage for the Rum of the Bat.
Key Examples
The New York Times, The Miami Herald, The Wall Street Journal, Food & Wine
Magazine, Bon Appetit, The Today Show, Good Morning America, The Tonight Show
with Jay Leno, CNN, Fox News Channel, People Magazine, Entertainment Weekly,
Huffington Post, Beverage Media, Just Drinks, Shanken, and many more.
Results
C-HC took this iconic brand from an audited media value of an average of $100K per
month to between $12M and $18M per month in less than 18 months. This resulted in
an increase in case depletions as well as staying ahead of a competitive sub-category (the
Tiki movement) that was moving on-trend. Our efforts resulted in consistent and
record-breaking coverage for a rum.
Bacardi Rums
Case Studies
25. Case Studies
The Launch of Bacardi Peach Red
(LGBT-Focus)
Objective
To launch Bacardi’s latest flavor innovation, Bacardi Peach Red, into the LGBT
community in a meaningful and important way. Recapture demographic to
increase depletions for Bacardi Flavored Rums Portfolio.
Execution
Corbin-Hillman (C-HC) contracted the performers from “Lucky Chang’s” to
dance on a Bacardi-branded float during New York’s West Village Halloween
Parade. With an 82% LGBT audience participation rate in the parade and
wide-media coverage, C-HC worked with the performers to make their own
costumes and decorate the float to ensure excitement from the parade-goers.
Corbin-Hillman also worked with the local field marketing unit to create bar
promotions along the parade route to host sampling and pouring.
Key Examples
Out Magazine, The Village Voice, AMNew York, Metro New York, The New
York Times, New York Post, WABC, WNBC, WCBS, WPIX, and many more.
Results
Bacardi Peach Red beat depletion projections by over 25% in the demo and
target market. Due to the positioning and décor of the float, Bacardi Peach Red
was the first-ever spirit to be covered across every local broadcast in New York
City. C-HC garnered over $3.9MM in media value for this specific New York
campaign with over 7MM localized impressions.
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Case Studies
27. 26
Objective
Develop a platform targeting the brand’s new primary demographic, Millennials (LDA – 24) while
increasing buzz and appeal for the leader in the rum segment amongst trade and industry influencers;
drive 1M “Likes” for the new Bacardi Facebook page within 10 months.
Execution
Research showed that Millennials were spending too much time on social networks like Facebook and
not enough time living real life bonding experiences with their friends. Corbin-Hillman, along with our
agency partners, developed the Like It Live, Like It Together concept where Millennials, after “Liking”
the brand’s Facebook page, could vote for things they like on the page that would be featured at two
large-scale events in New York and Las Vegas; essentially allowing consumers to curate two events that
featured the things that they like on Facebook. The team secured top talent such as Cee-Lo Green and
Heavy D, Playboy Playmates, NBA All-Stars and more to entertain guests at the events. Both New York
and Las Vegas events commenced with a lot of fanfare, hosting crowds lined up around the block at each
event.
Key Examples
The New York Times, The Miami Herald, Las Vegas Review-Journal, The Today Show, CNN, Fox
News Channel, People Magazine, Page Six (NY Post), Gatecrasher (NY Daily News), Entertainment
Weekly, Huffington Post, Beverage Media, Just Drinks, Shanken, and many more.
Results
In less than two months, Corbin-Hillman exceeded the target of Facebook “Likes” to 5M with the
program delivering over 220M impressions with a media valuation of over $20M.
Bacardi Rums
Like it Live, Like it Together!
Case Studies
28. 27
Bacardi Rums
Like it Live, Like it Together!
Press Stunt NYC
C-HC held a press stunt
for Like It Live in NYC,
showcasing some of the
Likes being featured at
the 2 events in NY & LV
Case Studies
31. 30
Objective
To leverage the brand’s sponsorship of Ultimate Fighting Championship (UFC) while
driving case depletions through innovative and CSR-oriented programming.
Execution
C-HC developed the Tequila CAZADORES Authentic Spirit Award which was given to
the UFC Fighter who best exemplified one or more of the core values behind the brand;
social responsibility, dedication to their art form and good sportsmanship. To amplify
the award, C-HC negotiated with UFC to showcase each recipient on the primary PPV
broadcast to tens of millions of viewers across the globe. Each award winner received
both a plaque and a $1,000 check made out to their favorite charity in their honor. At
the end of each UFC season, the brand awarded one fighter $10,000 to the charity of
their choice as a culmination award to drive further awareness of the program.
Key Examples
Sports Illustrated, UFC Magazine, The New York Times, USA Today, ESPN, The Today
Show, Beverage Media, Shanken, Cigar Aficionado, etc.
Results
C-HC delivered over 100M impressions per award (total of 20 awards across the two
year program). As each fighter who won the award was a celebrity, C-HC was able to
regularly secure gossip column and weekly magazine placements as well as inclusion in
Sports periodicals. The brand increased case depletions in its core markets for both
years the program ran as well as increased the number of on-premise and off-premise
accounts carrying Tequila CAZADORES.
Tequila CAZADORES
UFC Sponsorship & Authentic Spirit Award
Case Studies
39. 38
Objective
To align European Wax Center with a Red Carpet-style positioning through press and event
activities during Award Season; drive awareness and sales of brow-related services at EWC
locations.
Execution
Corbin-Hillman worked with Entertainment Tonight to develop an education-based program
focusing on Red Carpet beauty, with a specific emphasis on eyebrows. The program included
on-air segments, as well as a celebrity-brow quiz hosted on Etonline.com, where viewers
could guess which brow look matched their favorite celebrity. Furthermore, the team
leveraged European Wax Center’s added value with Glamour Magazine by producing blogger
hosted in-Center events across three key markets. The events, online posting and segment
helped localize the efforts that were in action on a national level, amplifying the overall
communication around the 2015 Oscars. By providing commentary on red carpet trends, the
brand solidified its position as the “Experts in Eyebrows,” while also developing their image
as a complete beauty brand.
Key Examples
Entertainment Tonight, ETOnline.com, Glamour Magazine, Reuters, Forbes.com
Results
A total of 189.422,757 impressions were garnered through publicity efforts with a media
value of over $4,000,000.00 for the two week period this campaign was in effect.
EUROPEAN WAX CENTER (EWC)
Red Carpet Ready Brows
Campaign
Case Studies
40. 39
EUROPEAN WAX CENTER
Red Carpet Ready Brows
CampaignEntertainment Tonight
Segment
Entertainment Tonight Brow
Quiz
Glamour Magazine
In-Center Blogger
Events
Case Studies
41. 40
Objective
To increase EWC’s presence and influence in their home market of South Florida; introduce
and sample brow services while testing a new experiential platform for the brand.
Execution
Corbin-Hillman created the Mobile Wax Center to help increase buzz about EWC in its home
market while giving consumers a true EWC experience outside of the typical four-walls of
their Centers. This also allowed the brand to sample the brow service to existing customers
in a unique environment whereas they may not have tried the service otherwise. The agency
toured through Miami-Dade, Broward and Palm Beach counties in high traffic areas
frequented by the brand’s primary and secondary demographics.
Key Examples
The Miami Herald, South Florida Sun-Sentinel, Palm Beach Post, Miami New Times,
NBC6, WPLG-TV, Y-100 FM
Results
Over the course of 34 days, 1,366 consumers experienced EWC’s brow services. A total of
36,276,209 impressions were garnered by the EWC Mobile Wax Center with a lift of over
25% in sales of brow services at the company’s locations in South Florida was seen shortly
after the tour finished compared to the prior year.
EUROPEAN WAX CENTER (EWC)
Mobile Wax Center Tour – South
Florida
Case Studies
42. 41
EUROPEAN WAX CENTER (EWC)
Mobile Wax Center Tour – South
Florida
EXAMPLES OF TOUR IMAGES
Case Studies
43. 42
EUROPEAN WAX CENTER (EWC)
Mobile Wax Center Tour Social
Media – South Florida
69,145 Twitter
Impressions
CTR: 1.68%
995,825 Facebook
Impressions
CTR: 1.32%
Case Studies
50. 49
Objective
To introduce the Liège-Guillemins TGV Railway Station in Belgium to U.S. and
international markets. To reinforce Santiago Calatrava’s position as an internationally-
renowned architect; celebrated for his transportation hubs and bridges around the
world.
Execution
Corbin-Hillman Communications implemented an extensive print, broadcast and online
media campaign targeted to design, architecture, transportation, travel and business
media outlets worldwide. To maximize PR efforts and celebrate the unveiling of one of
Santiago Calatrava’s most ambitious architectural projects to date, Corbin-Hillman
Communications invited a select group of U.S.-based media to attend a series of
inaugural events in Liège and preview the new station.
Key Examples
Architectural Record (cover), Black Ink, Fast Company, Forbes.com, Los Angeles
Times, Newsweek International, Miami Herald, Reuters, Surface, The Charlie Rose
Show, Travel + Leisure, etc.
Results
Within 24 hours, Santiago Calatrava’s Liège-Guillemins TGV Railway Station garnered
international coverage in over 200 publications and Web sites. The program generated
$4,493,636 in media impressions. Travel + Leisure magazine gave the Liège-Guillemins
TGV Railway Station its Design Award in 2010, declaring it the best Transportation
Facility of the Year and Architectural Record made the Station one of its cover stories.
Travelers and media alike continue to respond positively to the station.
Santiago Calatrava
Liège-Guillemins TGV Railway Station
Case Studies
51. 50
Objective
To announce Santiago Calatrava’s collaboration with the New York City Ballet as a first
time set designer. To leverage Mr. Calatrava’s position as an internationally-renowned
architect, while increasing his visibility as an artist within the dance community at
large. To garner broad based regional New York-based and national media coverage in
architecture, design, dance, arts and business media outlets.
Execution
To maximize PR efforts and celebrate this monumental collaboration, Corbin-Hillman
Communications invited journalists from high profile architecture and dance
publications to attend each of the five world premieres featuring Mr. Calatrava’s designs.
Corbin-Hillman Communications also coordinated a public interview with Mr. Calatrava
as part of The New York Times: TimesTalk series and assisted the New York City Ballet
with a 7-minute documentary, dedicated to the collaboration.
Key Examples
Architectural Record, BusinessWeek.com, CharlieRose.com, CNBC.com (two articles),
Crain’s New York Business, Dance Magazine (two articles), Fast Company, Financial
Times (two articles), Forbes.com, Interior Design, Metropolis, New York Magazine,
Playbill, The Financial Times, The Hollywood Reporter, The New Yorker, The New
York Post (four articles), The New York Times (11 articles), The Wall Street Journal
(three articles), Travel + Leisure, VanityFair.com ,Women’s Wear Daily, etc.
Santiago Calatrava
Collaboration with the New York City Ballet
Case Studies
52. 51
Results
Within 24 hours of announcing the collaboration, Santiago Calatrava received requests
for coverage from over 120 publications and websites nationwide. Coverage continued to
pour in over the next few months resulting in 700 million media impressions. Santiago
Calatrava’s partnership with the New York City Ballet provided him with a new platform
on which to showcase his talent. The opportunity broadened his fan base and enhanced
his reputation as an architect, as well as a designer and artist.
Santiago Calatrava
Collaboration with the New York City Ballet
Case Studies
53. 52
Objective
To announce Knoll’s return to the Salone Internazionale del Mobile furniture fair in
Milan and introduce its new Tools for Life by OMA collection; an unprecedented
collaboration with renowned architect, Rem Koolhaas. To leverage Knoll’s 75th
anniversary and reinforce its position as an industry leader, while bolstering worldwide
industry, retailer, consumer and media awareness.
Execution
To achieve maximum media awareness of Knoll’s 75th anniversary and collaboration
with Rem Koolhaas, Corbin-Hillman Communications implemented a strategically
targeted and concentrated effort of press placement; initially approaching long lead
design publications throughout Europe, followed by extensive outreach to thousands of
short-lead print, broadcast and online contacts worldwide. The campaign was targeted
to design, architecture, fashion, lifestyle, home and business media outlets across the
globe. Corbin-Hillman Communications also assisted with the execution of a press
conference the day before Salone del Mobile, in which media previewed Knoll’s new
Tools for Life by OMA collection and interviewed Rem Koolhaas and top Knoll
executives. Additionally, Corbin-Hillman Communications invited media from around
the world to visit Knoll’s space during Salone del Mobile in order to view the new Tools
for Life by OMA collection and to speak with the new president of Knoll Europe about
the company’s illustrious history, catalogue of designs and future endeavors.
Knoll International
75th Anniversary / Salone del Mobile
Case Studies
54. 53
Key Examples
Architectural Digest Germany, Architectural Digest India, Associated Press, Blueprint,
Corriere della Sera, DOMUS, Elle Décor Italia, FastCompany.com, Financial Times –
How to Spend It, Frankfurter Allgemeine Zeitung, Haüser, Il Sole 24 Ore,
International Herald Tribune, Interior Design, Interni, Le Monde, Monocle Radio,
Spiegel.de, The Huffington Post, The Korea Herald, The New York Times, Vanity Fair
Italia, Vogue.it, Wallpaper*, Welt am Sonntag, etc.
Results
Media benchmarks exceeded expectations. From the opening of the 2013 Salone del
Mobile on Tuesday the 9th of April until Saturday afternoon 800 media came through
the Knoll space. In the three months following Salone del Mobile, Knoll had already
received over 300 million media impressions. Media coverage from all parts of the world
continued to pour in through the next year.
Knoll International
75th Anniversary / Salone del Mobile
Case Studies
56. 55
Objective
To implement an extensive print, broadcast and online media campaign built around
Knoll, its designers, its heritage, new architectural collaborations and any and all news
that would result in broad-based media exposure throughout Europe. To develop and
execute media trips, strategic partnerships and events that would increase Knoll’s
visibility amongst European consumers and media, while reinforcing its position as the
leading design and furniture company.
Execution
Corbin-Hillman Communications executed a strategically aggressive media campaign
targeting key design, architecture, furniture and business media contacts throughout
Europe. The campaign was designed to reinforce the connection between the Knoll
brand and its iconic designs so that consumers and media would make an immediate, on
sight association between the two. To strengthen media awareness in the German
market, C-HC organized and attended one-on-one editorial meetings in Hamburg with
top business and lifestyle publications. Corbin-Hillman Communications also invited a
select group of German-based media to visit Knoll’s factory in Foligno, Italy to see how
Knoll’s legendary Saarinen tables are produced by hand. Additionally, C-HC made
frequent trips to Milan and London in order to maintain close, working relationships
with key media.
Knoll International
Agency of Record
Case Studies
57. 56
Execution
To generate maximum consumer and media awareness for new furniture launches, C-
HC conceived and executed extensive media campaigns which included press release
distribution, targeted pitching, coordinating interviews for key media with top Knoll
executives and collaborating designers, as well as overseeing Knoll’s participation in the
annual Salone Internazionale del Mobile furniture fair in Milan. C-HC also managed the
execution of sample sales in London and Milan, as well as events celebrating smaller, but
unique product launches and anniversaries of classic pieces.
Key Examples
Associated Press, Architectural Digest (German and Italian editions), Corriere della
Sera, Der Spiegel, DOMUS, Elle Décor Italia, Elle Decoration (Germany and UK
editions), Frankfurter Allgemeine Zeitung, GQ (Germany and Italian editions), Haüser,
Hearst Home Italy, H.O.M.E, House & Garden UK, Il Sole 24 Ore, Monocle, Schöner
Wohnen, The Financial Times / How To Spend It, The Telegraph, The Times, Qvest,
Vogue (German and Italian editions), Wallpaper*, Welt am Sonntag, etc. all ongoing
year after year.
Results
PR efforts exceeded expectations and resulted in consistent, high profile coverage
throughout Italy, Germany and the UK. On average, C-HC delivered over 400 million
media impressions annually. Prior to working with C-HC, Knoll hadn’t implemented any
PR or promotional outreach in Germany in six years. Through C-HC’S media outreach,
Knoll saw a 17% increase in German-based sales, as well as an increase in consumer
awareness and a rising of the media bar throughout Europe.
Knoll International
Agency of Record
Case Studies
58. EXCEPTIONAL EXPERIENCE
Our category experience is expansive. It spans the full spectrum of business,
from corporate image to beauty to spirits to luxury goods to consumer
products and beyond.
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59. 58
Beauty
Sephora
• US Introduction
• 75 Retail Locations
• Sephora Private Label Cosmetics
• Sephora.com
Shiseido
• Clé de Peau BEAUTÉ
European Wax Center
• 673 Franchise Locations
• Corporate
• Private Label Product Line
Dana Perfumes
• Canoe
• Chantilly
• English Leather
• Love’s Baby Soft
• Tabu
• Pro 10 Polish and Nailcare
• Fetish
Barbie Personal Care
Clinique La Prairie
Lise Watier Cosmetiques (Canada)
Bill Blass Fragrances
Vicky Tiel
Pierre Cardin
• Pierre Cardin
• Pierre Cardin for Women
Paco Rabanne
Scent of Wealth
Tanee
Tom’s of Maine
Trish McEvoy Cosmetics
Caswell-Massey
• 24 Retail Locations
• Catalogue
• CaswellMassey.com
Clayspray
Valery Joseph Salons
60. 59
Food, Wine &
Spirits
Bacardi USA, Inc.
• Bacardi Traditional Rums
• Bacardi Flavored Rums
• Bacardi Classic Cocktails
• Bacardi B-LIVE
• Grey Goose Vodka
• Bombay Sapphire
• Dewar’s Scotch
• Martini & Rossi
• Tequila Cazadores
• Tequila Corzo
• Eristoff Vodka
• Bacardi USA Corporate Communications
Hebrew National
• Condiments
• Delicatessen Meats
• Hot Dogs
Joseph E. Seagram & Sons
• Mumm Champagne
• Seagram Distillers (Spirits Portfolio)
Nabisco
• Chips Ahoy!
• Oreo Cookies
• Ritz Crackers
Kobrand Corporation
• Champagne Taittinger
• St. Francis Wines
Heublein/UDV/Diageo
• Black Velvet Whisky
• Finlandia Vodka
• Heublein Premium Cocktails
• Jose Cuervo Tequila
Calbee North America
• Harvest Snaps
• Snapea Crisps
• Lentil Snaps
An American Place
• 1766 Tavern at The Beekman Arms
• An American Place Restaurant
• American Spoon Foods
Castle Brands
• Boru Vodka
• Brady’s Irish Cream
• Celtic Crossing Liqueur
• Clontarf Irish Whiskey
• Knappogue Castle Whiskey
• Pallini Limoncello
• Sea Wynde Rum
61. 60
Licensing
National Geographic Enterprises
• Birding Collection at Lowe’s
• Block Clothing – National Geographic
Sportswear & Expedition Gear
• Cellular Abroad – International Cellular
Phone
• Citiwell Optics
• EganaGoldpfiel Watch Collection
• Floragem – Wollemi Pine
• Handheld Birding Device (Palm, Inc.)
• iPhoto Art
• Lane Home Furnishings
• New Creative Outdoor Furniture
• Palacek Accessories
• RJS
• SFerra Bros. Linens
• Sphinx Rugs
• Toyo
• Toys at Target
Hearst Corporation
• Country Living
• Esquire
• Good Housekeeping
• Town & Country
• Seventeen
• Cosmopolitan
Disney
• Disney Collectibles
• Disney Fine Art
Mattel, Inc.
• Barbie Personal Care
Linda Jones Enterprises
• Warner Bros. Chuck Jones Animation Art
• Chuck Jones Galleries
• Chuck Jones Center for Creativity
The Art of Dr. Seuss
• “Seuss-entennial”
• The Secret Art of Dr. Seuss
• Hats Off
Wyland Worldwide
• SeaWorld
• EPA
62. 61
Fashion &
Accessories
Angel Sanchez
Anne Barge Bridal
Barry Kieselstein-Cord
Bogner
• Skiwear
• Sportswear
Buccellati
Bulgari Jewelry
Elizabeth Locke Jewels
• Elizabeth Locke Jewels on Madison Avenue
• 22 Neiman Marcus Boutiques; Nationwide
Fred Leighton
Loro Piana
Pierre Cardin
Pineider
Rebecca Moses
Reem Acra
• Bridal
• Evening Wear
63. 62
Technology
Knoll, Inc.
• Knoll Italy
• Knoll UK
• Knoll Germany
• Knoll US
Santiago Calatrava
Charles Luck Stone
Catholic Relief Services
Harboring Hearts Housing
Heart Association
James Beard Foundation
March of Dimes
Rock & Rawhide
The Pink Agenda
Ascentium
Interactive Light
GVOX
NotationStation.net
Showpitch
Alitalia
Bermuda Department of Tourism
SunSwept Resorts, St. Lucia
• LeSPORT, The Body Holiday
• Rendezvous
• Jalousie Plantation
• Plantation on Cotton Bay
iCube Concepts
Leslie Caron’s Auberge
The Ocean Club, Sint Maarten, N.A.
Non-Profit
Travel
Architecture &
Design
64. 63
Arts
Official Collection of the 2009
World Series New York Yankees
Alexandra Nechita
Animazing Gallery
artDC
Artexpo Atlanta
Artexpo New York
Associated Press Photographic Archive
Romero Britto
Bob Gruen
The Chase Group
Clemens Briels
Collector’s Editions
David Willardson
Disney Fine Art
Dong Kingman
Marilyn Monroe 12: The Last Official Photographs
of Marilyn Monroe
Peter Max
Markus Pierson
Burton Morris
POP International Galleries
• POPuk
• POPsoho
• POPmidtown
Ringo Starr
SPS Limelight Agency
The Art of Basketball, Official Artwork of the NBA
The Art of Dr. Seuss
• Secret Art of Dr. Seuss
• Museum Collection
The Art of Ronnie Wood (of Rolling Stones fame)
The Art of a Playboy Playmate by Victoria Fuller
The Art of Stephen Holland
Peter Tunney
UR New York
Wyland
The Mad Day: Summer of ’68, The Beatles
Photographic Collection by Tom Murray
65. 64
Music &
Entertainment
Spice World Tour
Bacardi B-Live
Bacardi Like it Live
Bacardi Red Hot Road Trip
Bermuda Music Festival
B*Witched
ABT
Dance Theatre of Harlem
People’s Performing Arts of China
Sephora – 75 Retail Locations
Crabtree & Evelyn
Julie’s Artisans Gallery
Caswell-Massey
Scholastic, Inc.
• Home Office Computing
Pace Communications
• Elegant Bride
NBA - Bacardi Gold Standard
Finlandia Vodka Clean Water Challenge
UFC - Tequila CAZADORES Authentic
Spirit Award
Nabisco Men’s Tennis
European Wax Center
Jose Cuervo Gold Crown Classic
Golden Boy Boxing – Tequila CAZADORES
Retail
Publishing
Sports
66. Celebrity
Experience
CELEBRITIES WE’VE WORKED WITH
We have worked with celebrities and notables from all walks of
life…from beauty and fashion mavens to captains of industry to
movie titans and rock stars.
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67. Celebrity
Experience
66
• Alan King
• Alana Hamilton
• Alice Waters
• Alicia Keys
• Andre Dawson
• Annie Duke
• A-Trak
• Avril Lavrigne
• B*Witched
• B. Smith
• Baryshnikov
• Beth Stern
• Beyonce
• Bill Cosby
• Black Eyed Peas
• Bob Beamon
• Bobby Orr
• Boris Becker
• Boston Red Sox
• Brian Stann
• Brittany Murphy
• Brooke Shields
• Bruno Mars
• Buzz Aldrin
• Candice Bergen
• Catherine Zeta Jones
• Cee Lo Green
• Chris Everett
• Christina Aguilera
• Chuck Jones
• Cicely Tyson
• Danielle Staub
• David Janssen
• David Robinson
• DJ AM
• DJ Envy
• DJ Irie
• DJ Jazzy Jeff
• DJ Mark Ronson
• DMC
• Donald Trump
• Dr. Seuss
• Earth, Wind & Fire
• Elvis Duran
• Emeril Lagasse
• Fantasia
• Frank Sinatra Estate
• George Hamilton
• Grace Slick
• Gregory Hines
• Groove Armada
• Gym Class Heroes
• Honey Coles
• Hot Chelle Ray
• Jackie Joyner-Kersee
• Jaclyn Smith
• James Beard
• James Earl Jones
• Jane Seymour
• Janis Joplin Estate
• Jay Schroeder
• Jerry Lewis
• Jill Zarin
• Jim Plunkett
• Jimmy Connors
• Joan Collins
• John Legend
• Johnny Bench
• Katy Perry
• Kelly Clarkson
• Kenny Rogers
• Lady Gaga
• Laura Izibor
• Lauren Hutton
• Leslie Caron
• Levardis Robert Burton
• LMFAO
• Lynda Carter
• Linda Evans
• Lionel Richie
• Lou Gossett
• Magic Johnson
• Major Lazer (Diplo &
Switch)
• March Kiraly
• Marilyn Monroe Estate
• Mark Spitz
• Martina Navratilova
• Mary Lou Retton
• Michael Douglas
• Michael Jordan
• Mike Bossy
• Mix Master Mike
• Muhammad Ali
• Nas
• Natasha Bedingfield
• Oscar de la Hoya
• Nicky Hilton
• Paris Hilton
Celebrities We’ve Worked With…
68. Celebrity
Experience
67
• Patti LaBelle
• Paul Anka
• Paul Bocuse
• Sir Paul McCartney
• Paul Prudhomme
• Pauline Trigere
• Pele
• Pia Getty
• President Richard M. Nixon
• President Ronald Reagan
• Quincy Jones
• Ramona Singer
• Regina King
• Rick Barry
• Ringo Starr
• Robert F. Kennedy, Jr.
• Robert Verdi, Stylist
• Roberto Duran
• Roger Moore (James Bond)
• Roger Vergé
• Romero Britto
• Ronnie Wood (The Rolling Stones)
• Santigold
• Senator Ted Kennedy
• Smokey Robinson
• Spice Girls
• Sugar Ray Leonard
• Tanya Memme
• The New York Mets
• The New York Yankees
• Tichina Arnold
• Travis Barker
• Tyra Banks
• Tyrese Gibson
• UB40
• Valeria Mazza, Supermodel
• Vernon Jordan
• Victoria Principal
• Whoopi Goldberg
• Willie Nelson
• Wyclef Jean
• Yul Brynner
Celebrities We’ve Worked With…
