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Fashion PR News: KCD & Creative Agency Spring Form Strategic Partnership

The list of things a brand needs is now longer than the list of things an agency can supply. We have reached a tipping point, technology has come of age and is now capable of delivering brand experiences at a myriad of new touch points. Brands need to manage multiple brand channels, but executed to the same distinction a brand has historically achieved for its fashion advertising, shows, etc. Spring and KCD, working in collaboration as an integrated approach, will help brands understand and harness the power of this new complex landscape. - Mark Loy

Leading fashion PR and events agency KCD has partnered with creative agency Spring to bring together the strengths and expertise of both companies in the global fashion communication services space.

The two companies will focus the strategic partnership on expanding beyond core business into collaborating in the following new ways:

SPRING NEW YORK Scheduled to open in March 2013 on St. John Lane at Varick Street, the 120,000 square foot complex will be a center of creativity like the Spring London counterpart with state of the art studio spaces, production, post production, extensive digital and creative services, two director's cinemas, world class catering, event and collection presentation spaces including a 20,000 sq. foot roofdeck. KCD will be the exclusive New York consultant for the opening of Spring New York and its ongoing programming.

SPRING CREATIVE Spring Creative is the advertising and creative division of Spring London. Employing 100 staff, with the creative teams being led by Robin Derrick, ex-Creative Director of UK Vogue and Armani and Robin Harvey, ex-Creative Director of Rimmel, Max Factor and the founding Creative Director of Net-a-Porter. Client services is headed by Camilla Simpson, previously Head of Client services at David Lipman. Offices are in London and Milan and opening in NY in September.

Spring Creative is multi-channel approach to brand communications, developing exceptional content, campaigns and digital platforms including some of the most successful ecommerce platforms globally. Clients include Louis Vuitton, Target, Versace, Max Factor and editorials British Vogue and the recent redesign of US Harpers Bazaar. Spring and KCD will now work together to collectively offer full-service brand communication programs to clients as applicable.

KCD LONDON AT SPRING The new KCD London at Spring, a satellite PR and events office opening late July, will bring the strategic expertise of KCD NY and Paris to the UK and additionally focus on digital and other ventures with Spring.

KCD DIGITAL AND SPRING CREATIVE Spring Creative is the official development partner of KCD Digital on creating digital projects for its clients.

All of KCD's and Spring's businesses will remain independent, including KCD's headquarters in NY and European base in Paris and Spring's London headquarters and Milan satellite office. Management and employees will benefit from a cross-synergy of expertise and services for the clients, particularly in the partnership areas identified above.
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About the author: Crosby


Known as the "fashion publicist's most powerful accessory," (SD-UT) and the "West Coast 'It' girl of fashion PR," (YFS Magazine) Crosby Noricks is a brand strategist, author and founder of PR Couture. Crosby was included in the iMedia 25 Class of 2012 Internet Marketing Leaders and Innovators, and enjoys helping fashion and lifestyle brands connect with their audiences in meaningful and creative ways.

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Meet Crosby Noricks

Hi. I'm Crosby, the founder of PR Couture and a fashion brand strategist. I care about supporting and celebrating fashion publicists as well as helping rad companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixer sessions or shoot me an electronic communiqué.