Marketing is the basis for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and the general public at large. To become a marketing success, a company, product or institution needs to also be a media success. In many ways, strategy is more important for a Public Relations program than it is for an advertising plan, because you can buy an advertisement even if your strategy is ineffective. However, when it comes to Public Relations if the strategy is off-target, the publicity would be non-existent.
Branding is about meaning, about deep organizational intent, and about understanding, not fancy new programs and promotions. The “best of breed” brands are not nouns, they are verbs – “Apple opposes, IBM solves, Nike exhorts, Virgin enlightens, Sony dreams, and Benetton protests” to quote Jean-Marie Dru of TBWA. To create a successful, meaningful brand, the SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis is identified and applied to a company, service or product prior to its market introduction – since first impressions that are often lasting ones.
Product and company launches should be thought of as evolving, ever-changing processes in order to achieve long-term success and sustainability. How a product, company or service is presented to the media and the general public will determine if it has staying power to morph into an iconic brand that could stand the test of time. It is also important to identify and promote the “soft power” qualities of a product, company or service in order to create positive associations that will provide satisfying experiences.
What We Do
Our experience makes us a relevant agency for a myriad of clients, having successfully represented major consumer brands, including Coca-Cola, Pepsi-Cola, Epic Faucets, Frusen Gladje Ice Cream, Lenox China, Mikasa Table Top, Puritan Fashions, Sentry Fire Safes, TAG Heuer, Tivoli Audio, Turnbull & Asser, Weatherproof; created major events for clients, such as Mexicana Airlines; the restoration of the Statue of Liberty/Ellis Island, Central Park Zoo, Metropolitan Museum and Lincoln Center in New York; and redevelopment of LaGuardia Airport; worked with Major League Baseball, Indy Racing League, and the US Tennis Association on client promotions, as well as providing a national voice to consumers for the retail industry in representing the National Retail Federation (NRF) and the International Mass Retail Association (IRMA).
You will know us by our PR campaigns, whether we are unveiling the Statue of Liberty as the event of the century – or getting Baseball Hall of Famer Reggie Jackson to go to bat for ALS Disease – or identifying the buying habits of consumers for the retail industry – or changing perceptions of Singapore as a country and branding it for the US market – or promoting a Weatherproof jacket worn by President Obama on a billboard in Times Square – we always come up with big ideas that work into affordable budgets.
Cathy Callegari is a most creative strategic partner to TAG Heuer in terms of generating maximum media interest and coverage for our events and product launches.
Public Relations Manager, TAG Heuer
Cathy Callegari and her staff have been very successful and effective in achieving high visibility for the National Retail Federation, the nation’s largest trade association representing the retail industry. Due to her efforts, our Annual Convention in New York resulted in an increased attendance of 40% and she was the inspiration for a nationwide study, underwritten by MasterCard, on the buying habits of consumers.
John J. Schultz
President and Executive Director
National Retail Federation
During the complex preparations and the multiple programs conducted during Mexicana’s inauguration of service linking Mexico City with New York City, it was always reassuring to have Cathy Callegari’s expert hand, quietly professional and at times invisible, always there at every moment supporting or reassuring efficiency. She was responsible for the great success we enjoyed.
Eduardo T. Ferrer
Vice President-Sales Mexicana Airline
Cathy Callegari was of tremendous assistance in reaching the media with news about my latest book FDR and the Jews, co-authored with Allan J. Lichtman. She was equally effective with one of my earlier books. Both her PR skills and her contacts are great assets and resulted in major media coverage including New York Times articles.
Distinguished Professor, American University
Cathy Callegari was the “lady” behind Lady Liberty who represented our company Lehrer McGovern during the renovation of the Statue of Liberty and Ellis Island and told the story to all Americans to rekindle the patriotic pride in two of the most historic monuments in our country. Without her, much of the story would remain untold.
Founder and Chairman, Lehrer McGovern
We introduced a new tee-shirt based on sun-sensitive inks in December and selected Cathy Callegari to take us on our PR journey to support the sales and marketing of this new line. We began with one retailer – JC Penney in only 90 of its sunbelt or resort stores. Within 90-days of the PR campaign, which went national – we were sold in nearly all of the JC Penney stores and also opened doors at Dillard’s, Wal-Mart, Federated, and Kids R Us, creating huge consumer demand for the SunWorks product line.
VP Sales, SunWorks
Cathy Callegari represented and supported our portfolio of tabletop brands – Mikasa, Studio Nova, Luminarc, Celebrations by Mikasa, and Salviati – with continuous and extensive placements in leading consumer publications – month after month. We dramatically increased our editorial support under her management of our account.
CEO, Arc International
My relationship with and affection for Cathy has continued through the building of four distinct companies over a period of several years. She has managed the PR efforts for Kloss Video, Cambridge SoundWorks, Tivoli Design, and presently Tivoli Audio, where since the company’s inception, she has successfully executed a PR program resulting in national print and broadcast coverage for our audio products and stereo systems.
Founder, Chairman and CEO