Beat Communications' Katharine Broughton gives her take on 2012, in the third of our special series of chats with New Zealand’s leading Fashion PR companies.
BEAT Communications
Owners: Katharine Broughton and Angela Mace
Team: Kate Roydhouse, Jade Hart, James Boult, Angela March
Nom*D at Golden Dawn, August 2012
FREE|STYLE: Let’s go back: what was your first event of 2012?
Katharine: We assisted Kate Sylvester with the opening of her beautiful new flagship store in Britomart. It was a great evening where guests drank whiskey sours and enjoyed a live performance by The Psychs.
F|S: What labels have you seen come to the showroom this year?
Katharine: We’ve added some great brands to the showroom this year, including the UK-based online retailer boohoo, merino innovators, Icebreaker and Boutique Brands (the home of Cloud Nine, O+M, and Davines).
boohoo launch at District Dining, June 2012
F|S: How did Beat Communications develop this year?
Katharine: Events were back on the calendar for many of our showroom clients this year so it was great to work with their teams to create some spectacular one-off occasions. We also worked with clients to develop their online presence, and one of the highlights was launching the Nom*D Facebook page.
F|S: What was Beat’s biggest event of the year?
Katharine: A series of events highlighted our year: the boohoo launch at District Dining, a Gold Christmas lunch at the Roxy for Sunglass Hut, and the Stolen Girlfriends Club off-site show for New Zealand Fashion Week, where thanks to a recorded message everyone was seated on time! And – we turned 10 years old!
Stolen Girlfriends Club NZFW September 2012 c/- Giana Patel
F|S: Please name your biggest client news of the year.
Katharine: Georgia May Jagger was announced as the ambassador for Sunglass Hut, OPSM and Surf Life Saving joined forces for summer, Oakley’s winning streak at the Olympics, and – just this month – NOM*d’s Margarita Robertson was awarded an honorary Bachelor of Design (Fashion) from Otago Polytechnic.
Georgia May Jagger
F|S: In your view of the industry, what has changed over the last 12 months?
Katharine: The speed at which things happen and change – social media is giving us this amazing sense of immediacy. We have always worked closely with our clients to develop strategies which fit with their businesses, and now more than ever it is about working as a team to maximise creativity, cut-through and budgets.
F|S: What was the most nail-biting moment of 2012?
Katharine: The moment just before the guests arrive!
F|S: Never again will Beat Communications…
Katharine: Hmmmm – we aren’t really in the business of never!
F|S: Beat Communications can't wait to…
Katharine: Enjoy a glass of champagne and sunshine over summer
F|S: What will be your last event of 2012?
Katharine: The Spotify Party at Imperial Lane
F|S: Under Beat Communications dream Christmas tree is…
Katharine: Polished Concrete Floors!
F|S: Three words that sum up Beat Communications 2012?
Katharine: Eventful, fun and creative.
OPSM at Euro, October 2012