The work, and what it did.

How we have launched, grown and repositioned consumer brands, from first press to best-of lists.

Human Touch

Objectives

Increase national awareness of Human Touch and establish the brand as a leader in the wellness and recovery category.
Build long-term editorial authority through consistent inclusion in high-value commerce coverage and “best of” lists.
Develop a stronger affiliate program that could support both revenue growth and expanded editorial opportunities.

Strategy

Conduct sustained, targeted outreach to commerce editors across wellness, lifestyle, fitness and gear publications, positioning specific Human Touch products around relevant editorial opportunities.
Create timely media angles around wellness trends, product launches, seasonal moments and gift-giving occasions while continually pitching evergreen categories such as best massage chairs, recovery products and zero-gravity recliners.
Manage and optimize the affiliate program end-to-end — recruiting high-quality publishers, strengthening existing relationships, adjusting commission structures and coordinating promotions to make Human Touch more competitive with commerce partners.

Result highlights

Secured ongoing coverage across leading national outlets including Men’s Health, People, Forbes Vetted, CNN Underscored, Well+Good, Shape, Men’s Journal, Health, Good Housekeeping, NBC News, Yahoo Health, Athletech News, and Garage Gym Reviews.
Established consistent visibility within high-intent commerce content, including “best massage chair,” wellness and recovery roundups and seasonal gift guides.
Built an integrated PR and affiliate ecosystem that keeps Human Touch visible throughout the consumer research journey — across editorial commerce, traditional search and increasingly AI-driven search.
Led the brand’s awards strategy, securing a Red Dot Design Award win alongside submissions to Fast Company Innovation by Design, the Women’s Health Fitness Awards and the SXSW Innovation Awards.

Objectives

Build U.S. awareness for the Australian luxury skincare brand.
Establish founder Richard Parker and the brand’s experts as go-to voices on skin science.
Win places in best-of roundups, gift guides and beauty awards that drive purchase.

Strategy

Pitch the brand’s experts into timely skin stories, from epigenetics to winter skin protection.
Target beauty and commerce editors with individual hero products for roundups, launch coverage and seasonal gift guides.
Bring editors and influencers in for facials at the Melrose flagship and the Neiman Marcus Dallas spa takeover to generate first-hand coverage.

Result highlights

#3 The Tinted Serum was named Best Serum with SPF at the Oprah Daily Sun O-Wards.
The Integrity Cleansing Duo was featured in a holiday gift guide that aired across 11 NBC stations, including New York, Los Angeles, Chicago, Dallas and Boston.
Product placements in Glamour’s roundup of the best night creams, MindBodyGreen’s editor-recommended beauty products and the print issue of Men’s Health.
Expert features in the New York Post, Who What Wear, Women’s Health and MindBodyGreen, plus a KTLA LA Unscripted segment.
Arranged meetings with top beauty editors at Vogue, The New York Times, Town & Country, Fashionista and People, and brought at least five influencers a month to the Melrose spa.

Objectives

Expand Giada De Laurentiis’s premium DTC pasta and Italian pantry brand within the shopping-editorial ecosystem, following its launch with a large traditional PR agency.
Bring a nimble team with digital and performance PR expertise to keep Giadzy in front of shoppers who are researching and ready to buy.

Strategy

Build the program around three editorial pillars: best-of features, gift guides and founder-led stories.
Pitch Giadzy’s signature pasta and gift boxes to commerce editors ahead of each gifting season.
Extend the brand into wellness coverage to broaden its relevance.

Result highlights

Best-of features for Giadzy’s signature pasta at Food Network, Sporked, Delish and Yahoo.
Gift guide inclusions at Food & Wine, The Wall Street Journal Buy Side, TODAY, theSkimm, AOL, Prevention, Yahoo Shopping, PureWow, Sunset and The Strategist.
Founder-led features at NBC Select’s “Talking Shop,” The Chalkboard Mag’s “Living Well” and Fine Dining Lovers.
Expanded into wellness with a feature in EatingWell and inclusion in Prevention’s “Best Health Products of 2026.”

Objectives

Launch the Israeli footwear brand in the U.S. during the Pandemic.
Create a consistent flow of press mentions for the brand.
Work with social media influencers to get mentions of the brand and build buzz on Instagram.

Strategy

Introduce the brand to editors and reporters at magazines, newspapers, websites and broadcast outlets.
Work with bloggers and social media influencers to offer complimentary slides in exchange for social sharing.
Focus and steer coverage by generating trend storylines and positioning the slides as the hottest, most comfortable new shoe trend.

Result highlights

In under six months FGPR produced over 50 billion impressions for the new brand.
Generated a continuous stream of stories on the brand in top lifestyle outlets including InStyle, HuffPost, WhoWhatWear, StyleCaster, Cosmopolitan, PopSugar, InTouch, PureWow, KTLA, Bustle, In The Know, Shape magazine, INSIDER, Harper’s Bazaar, Daily Mail, Hello Giggles, and more.
Secured mentions for the brand on Instagram with major social media influencers like @weworewhat, @spreadfashion, @saramontazami, @whitneyeveport, @alexis.belbel, @Amanda_stantonn, @laurengores, @aloprofile, @sweetteawithmadi, @keltie, and more.

Objectives

Position the brand as irreverent candy company within retail space.
Tout company successes for the growing candy store chain both locally and nationally.
Roll out new product releases and promote local store openings.
Explore partnership opportunities.

Strategy

Result highlights

Secured partnership with high profile restaurant Black Tap to create the “IT’SUGAR XL Gummy Shake” and execute an event with celebrities and social media stars that resulted in a media and consumer frenzy with lines around the block, nearly 140 million impressions and was all over social media on top food accounts like @dailyfoodfeed, @lafoodieguy, @foodwithmichele, @mrcookingpanda, and many more.
The company CEO and Founder Jeff Rubin was featured in top business publications like Fortune, Entrepreneur, Bloomberg Businessweek, Inc., etc.
Secured press locally across in the country for store openings in newspapers like Los Angeles Times, Washington Post, Miami Herald, Chicago Tribune, New York Post, New York Daily News, and many more.
The press launch of Saturday Night Live 40th Anniversary candy line secured over 190 million media impressions with features on media outlets like The Today Show, USA Today, New York Times, People Magazine, O The Oprah Magazine, Time, Variety, Perez Hilton, Delish, Eater, etc.
Positive buzz helped to bring interest and ultimately more financing towards the sale of the company.