The logo method enterprise that links rap stars Travis Scott and DJ Khaled with luxurious fashion homes from Dior to Saint Laurent is launching a dedicated style division.
LOS ANGELES, United States — FYI Brand Group, the brand approach, and advertising and marketing enterprise in the back of Travis Scott’s collaboration with Saint Laurent, NBA athlete Russell Westbrook’s marketing campaign for Acne Studios, and the Gap’s “Logo Remix” marketing campaign is launching a dedicated style and popular culture department. “[This new division], which I call special projects, is strategic because we’re seeking to create non-conventional campaigns,” says Tammy Brook, founder and director of FYI. “It’s approximately the use of one-of-a-kind mediums to create multi-tier campaign roll-outs — we partnered Black Lives Matter with CFDA winner Telfar, as an instance.”
It’s about using one-of-a-kind mediums to create multi-tier marketing campaign roll-outs. The department will take a seat along FYI’s existing five verticals: brand partnerships, publicity, content, experiential advertising, and social effect, and is derived after the organization underwent a rebrand in 2018 to solidify its links with pop culture and bring it towards clients, shifting from B2B to B2C. Brook is also aiming to hyperlink the whole lot up beneath one roof. Whereas different businesses might handle social media, traditional media, placements, and content, she sees the cost in streamlining the technique. “We’re now 360 within the manner we’re wondering,” says Brook. “The rebrand comes all the way down to being reachable to pop culture and now not just be a conventional employer. [Traditional agencies] permit clients to categorize, but there’s a disconnect — you want to have one business enterprise.”