Rogers & Cowan to merge Film Fashion into ITB Worldwide
Film Fashion, the boutique division of global marketing and PR agency Rogers & Cowan, said Thursday that it will merge into R&C’s London-based entertainment marketing, partnerships and talent agency ITB Worldwide on March 1.
The company said this will create a global powerhouse fashion agency, expanding ITB's global reach, with showrooms in Los Angeles, New York and London. It will also extend ITB’s higher-end fashion presence.
Twenty-year-old Film Fashion was one of the first red carpet celebrity showrooms based in LA with brand clients including Zuhair Murad, Chopard, Tadashi Shoji, and Sarah Flint.
What the merger means is that ITB's combined suite of services will now range from “VIP gifting and seeding across consumer brands, fashion and beauty brands, to brand and talent partnerships all under one roof.”
The North America showroom and VIP services ops will continue to be overseen by Carla Blizzard and Lauren Stillman. ITB said that Alice Johnstone, who leads its European VIP practice, where clients include Lacoste, Reiss and The Body Shop, “will work closely with the North American team to enable global capabilities for existing and new clients.”
Rogers & Cowan bought ITB Worldwide in May last year “with the goal of helping cement their award-winning work for brands like H&M and Mango globally,” said Mark Owens who is CEO of both the R&C and ITB brands. He added: “By offering the added red carpet expertise of our Film Fashion practice under one common leadership and global team, we believe we can attract many new premium brands into the ITB portfolio who want to attract A-list talent at big events such as the Oscars, Golden Globes or Cannes to their fashion lines.”
ITB Worldwide MD Emma Gregson said it’s an increasingly digital age where the power of influence is key and “working to deliver organic product engagement across categories and visible red carpet dressing opportunities is still vital to fuelling the product conversation.
“This can only exist through the powerful personal relationships that are curated with global talent of all disciplines to ensure a direct connection is made. ITB's direct network with talent, stylists and publicists on a global basis ensures we can maximise impact and ROI for our clients.”
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