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Corbin-Hillman Communications

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  • 1. Who We Are Corbin-Hillman is a public relations and marketing communications firm that has brought fame and fortune to clients for more than 30 years. We are a team of proven professionals with the strategic and creative talent to help build your brand and grow your business. We have offices in New York, Miami and Milan to help serve our clients. And, above all, we are a family business that treats our clients like family.
  • 2. Michelle Corbin Hillman, President Michelle began her career as a promotions editor at Town & Country magazine, then heeded the call of the grease paint and jumped to theatre taking a job at City Center of Music and Drama as an assistant producer. She worked with all the major troupes such as ABT, City Ballet, Joffrey, Dance Theatre of Harlem, Alvin Ailey as well as coordinating the cultural exchange programs. In 1977 she decided to take her combined media and entertainment skills to work in the marketplace and founded Corbin & Associates. Founder & Michelle has worked in public relations for over 30 years building memorable branding strategies Principal and enduring media programs. She has worked internationally throughout Europe, Asia and the United States. Some of Corbin’s clients have included Nabisco, Sephora, Finlandia, Bermuda Department of Tourism, Joseph E Seagram, Diageo, Kobrand, Hebrew National, LVMH, Shiseido, Hearst and National Geographic. Michelle is a graduate of F.I.T. and was an English major at NYU. Michelle Hillman was one of the founding members of the James Beard Foundation and, for a decade, she penned the food column for Hudson Valley Magazine. She also served on the media board of the Heart Association and the Advisory Board of Scholastic magazines’ Home Office Computing. Ms. Hillman lives in Manhattan with her husband Patrick and they have a home in Hudson Valley. They have one son who is a partner in Corbin-Hillman Communications.
  • 3. Sean-Patrick M. Hillman, Executive Vice President Sean-Patrick literally grew up in the field of advertising and public relations. His father headed up hot creative ad shops in the seventies, eighties and nineties. His mother, Michelle Corbin Hillman, founded Corbin-Hillman Communications. He began his career in his teens in the mailroom of the agency and worked as a nightclub promoter at night. During his university studies, he focused on journalism, interning at The Charlie Rose Show and at CNN. He then worked as a business journalist for CNNfn, CNN’s Principal financial news network, for three years. Sean-Patrick joined Corbin-Hillman Communications full-time in 1999 and has held several positions, most recently becoming EVP and Principal. His account experience includes BACARDI, Jose Cuervo Tequila, Sephora, Shiseido, Barbie, Spice World Tour, fetish by Christina Aguilera, Supermodel Valeria Mazza, Artexpo New York, National Geographic, Bermuda Department of Tourism and several properties on St. Lucia. Sean-Patrick is also a member of the Society of Professional Journalists and Public Relations Society of America. Sean-Patrick is married to Singer/Songwriter Kylie Edmond and they live in Manhattan with their dog, Snickers.
  • 4. Howard Dolgon, Principal As a founding member of Alan Taylor Communications, Inc., the leading independent sports public relations agency in the country, Howard Dolgon has spent more than 25 years in the public relations/marketing field. A graduate of Brooklyn (N.Y.) College, Mr. Dolgon has created and implemented numerous award- winning programs for a variety of corporations including MasterCard International, General Mills and Diageo. He has handled promotions throughout the United States, Europe, and South America for World Cup Soccer and the Olympic Games. Principal Both he and Mr. Taylor were named by the New York Daily News as two of the top 40 influential sport figures in New York. Mr. Dolgon is a visiting professor at the prestigious S.I. Newhouse School of Public Communications of Syracuse University and is a member of the Board of Advisors for the school’s sport management program. Mr. Dolgon is a member of the American Hockey League’s Executive Committee. He has also promoted NBA preseason games and world-class boxing events in Syracuse. Mr. Dolgon is 51 years old and has homes in East Meadow, NY and Boca Raton, FL. He and his wife Joy have five children, Mike, Garrett, Connor, Brittany and Alec and their dog, Rubie.
  • 5. Patrick Hillman For more than three decades, Patrick Hillman’s marketing acumen, strategic insights and creative branding talent have brought fame and fortune to scores of brands. Early in his career, Patrick rose to the senior ranks of two of the hottest creative agencies of that time: Scali, McCabe, Sloves and Levine, Huntley, Schmidt. He then became the director of worldwide strategic planning for HDM, a top ten global agency owned by Young & Rubicam and Dentsu. Later as president of HDM/USA, he built it into one of the leading creative shops in the 1980’s. By the early 1990’s Patrick tired of Partner the bureaucracy and BS of big agency life and went out on his own. Success followed. The key to Hillman’s success is his unsurpassed ability to consistently bring breakthrough solutions to a broad range of marketing and branding challenges, including: Subaru, Perdue, Maxell, Dannon, Lea & Perrins, Colgate, Dior, Tom’s of Maine, National Geographic, Sephora and many, many more. Hillman’s work has won virtually every major creative and marketing award in the business, but the thing that matters most to Patrick is that his work helps clients gain competitive advantage, builds their businesses and enhances the long-term equity of their brands. hillman & partners
  • 6. Mark Seifert Mark has over 25 years experience helping clients build strong brands and marketing plans that generate superior results. Mark’s skills are a combination of strategic insight and executional excellence. He uncomplicates the toughest strategic issues. And, his tactical plans are laser-focused. Mark’s experience includes senior marketing management positions: VP Marketing at PETsMART Partner and Director of Marketing at Kraft. Additionally, his agency account management experience includes: DDB, HDM and McCabe & Company working on brands such as VW, Porsche, Colgate, Kraft and Weight Watchers. Mark has an MBA from Clark University, Worcester, MA and he served as a First Lieutenant in the National Guard. hillman & partners
  • 7. Ciappi-Corbin is a partnership formed by Michelle Corbin Hillman and Roberta Ciappi, principal of Studio-Ciappi Public Relations and Marketing in Milan, Italy. This partnership allows all of our clients to have full access to our expertise and services throughout The United States and Europe. Roberta Ciappi has had extensive experience in the consumer luxury products and business International service fields with clients ranging from Fiat to Valentino to Walt Disney. Ciappi-Corbin has the capabilities, the contacts and the expertise to make it happen on a global or local basis. We know how to market your product, create your message and build your brand or company throughout the world or just in your corner of it. Operating under the same philosophy, our companies have successfully served many mutual clients.
  • 8. WhAt We Deliver Corbin-Hillman delivers the full power of public relations to create competitive advantage for our clients. From strategic planning to program execution and management, we offer a constellation of public relations and marketing communications disciplines to create programs that are seen, talked about and acted upon.
  • 9. Media Relations Social Networking (Facebook, Twitter, Blogs, YouTube, etc.) Public Relations (Planning & Management) Services Crisis Management Brand & Product Publicity Marketing Special Events Communications hillman & partners Promotions
  • 10. Client SuCCeSS At Corbin-Hillman, we have a long and consistent track record of creating public relations programs that deliver exceptional ROI for our clients. It’s PR that pays.
  • 11. Ritz Cracker’s 50th Anniversary Objective To revitalize Ritz’s upscale image through a broad-based publicity campaign. Ritz was still #1 in the butter cracker category, but upstarts in the gourmet cracker category were beginning to eat away at Ritz’s market share. Execution Case Studies To implement an intensive print and broadcast media campaign to reach the consumer. The campaign was targeted at the food, lifestyle and business press. Key Examples Forbes, Newsweek, Chicago Tribune, Philadelphia Inquirer, Dallas Times Herald, The Today Show, NBC Nightly News with Tom Brokaw, etc. Results This campaign generated press results beyond Nabisco’s expectations. The net result was that Ritz sales increased 25%.
  • 12. Oreo Cookie’s 75th Anniversary Objective To reinforce and reaffirm the Oreo cookie brand position as the best-selling, most loved cookie in the world. Execution To implement an intensive, upbeat print and broadcast media campaign to illustrate the popularity and longevity of the Oreo cookie and its perennial appeal “to the children of all ages”. Case Studies Key Examples The New York Times, AP, UPI, King Features Syndicate, Daily News Wire Service, Seattle Times, Minneapolis Star Tribune, The Tonight Show, Late Night with David Letterman, The Today Show, etc. Results This campaign put Oreo sales off the charts. Nabisco had to run all it’s bakeries 24 hours a day to keep up with the increased demand for product.
  • 13. The Launch of Sephora in the U.S. Objective To aggressively introduce the French retail and beauty concept known as Sephora to the US market. The timeline called for a projected 50 retail locations nationally within two years. Execution To implement an intensive media campaign to educate and excite the consumer and beauty vendors about the Sephora. The campaign was targeted at the beauty, fashion, lifestyle Case Studies and business media outlets. Strategically targeted opening events which reflected the flavor of each market were planned and executed. Key Examples Forbes, People, Newsweek, The New York Times, Chicago Tribune, Los Angeles Times, Houston Chronicle, San Diego Union Tribune, Miami Herald, Dallas Morning News, and The Washington Post. Results This campaign generated $17 million in earned media during its first two years. Sephora fever took over the beauty industry. Sephora.com was launched and retail openings went as scheduled.
  • 14. Bacardi Classic Cocktail Mojito Objective To launch the company’s first Ready To Drink (RTD) product based on the ever popular cocktail, Mojito, while increasing awareness of the Original BACARDI Mojito as the first in history. Execution Extensive sampling and pitching to the Top 25 newspapers, bloggers and local broadcast outlets across the nation. The campaign targeted food, entertainment, lifestyle and liquor and food consumer Case Studies and trade press. Key Examples The Wall Street Journal, The Miami Herald, Las Vegas Review-Journal, Los Angeles Times, Reuters, The Dallas Morning News, Houston Chronicle, WNBC-TV, WCBS-TV, KTLA-TV Results Successful launch outpacing competition in the Ready-to-Drink category by 40%. $3.5 million in earned media reached approximately 500 million consumers in 45-days.
  • 15. The Finlandia Vodka Clean Water Challenge Objective To create a program that builds brand identity and generate national awareness of Finlandia within the upscale consumer market. Execution To focus on the brand’s association with the environment in a new and exciting way with a never before attempted 1,000 mile kayak race from Chicago to New York. The media campaign was targeted at the lifestyle, sports, business Case Studies media and the liquor trade industry. Key Examples Sports Illustrated, Time, Newsweek, The New York Times, Chicago Tribune, Detroit Free Press, CNN, ESPN (which created a special on the event), and the ABC Wide World of Sports. Results This five-year campaign generated over 450 million media impressions each year, raised money for the conservation and preservation of our waterways and resulted in a sales increase of 34% for the Finlandia brand.
  • 16. Jose Cuervo Tequila’s 200th Anniversary Objective To enhance brand awareness and increase brand usage, outside of just “Mexican foods” through a 200th anniversary celebration of Jose Cuervo. Execution Hosted bicoastal Cuervo style dinner events in San Francisco and New York. Each featuring one Mexican and two American star chefs who created culinary feasts with pairings of Cuervo Tequilas for these galas as well as art, décor, Case Studies and entertainment from the six Mexican States. Implemented a contest to find the “next Margarita,” featuring well-known spirits experts as judges. The print and broadcast media campaign targeted food, entertainment, lifestyle and liquor and food trade press. Key Examples The New York Times, Chicago Tribune, Philadelphia Daily News, USA Today, The Tonight Show, Bloomberg Information Radio, Gourmet and Food & Wine. Results Increase in brand awareness and excitement among press and consumers. Program reached approximately 300 million consumers.
  • 17. Artexpo New York 2008 Objective To reinvigorate interest, awareness and traffic at the world’s largest fine and popular art fair in its 30th year. Execution To generate interest in and attendance at Artexpo New York 2008, we targeted all media outlets in the tri-state metro area as well as specific national outlets in the art, lifestyle, and consumer product categories. This resulted in coverage across every media outlet in New York for the Case Studies first time in its 30-year history. The Mayor of the City of New York declared the five days of the exhibition as “Artexpo New York Days.” Key Examples The New York Times, The Wall Street Journal, CBS The Early Show, Newsweek, Vanity Fair, ELLE, New York Daily News, New York Post, WNBC-TV – Sunday Today in New York, WABC-TV, WCBS-TV. Results The media campaign increased brand awareness and generated excitement among the press and consumer sectors. The program delivered over $1 million in earned media and a 30% increase in consumer traffic.
  • 18. National Geographic Licensing: Home, Apparel And Toys Objective To bolster awareness and increase revenue for a variety of lifestyle-oriented consumer products created specifically for National Geographic’s licensing program. Execution Goals to garner broad based media coverage in lifestyle, business and trade outlets were Case Studies exceeded by focusing on National Geographic’s enduring reputation for quality, credibility, and authenticity. Key Examples The New York Times, ABC’s Extreme Makeover: Home Edition. Family Circle, Home Magazine, Houston Chronicle, LA Times, Newsday, Men’s Fitness, American Way, USA Today. Results In 2008 alone, National Geographic Licensing generated over $8 million in earned media compared to advertising dollars. Retailers and media alike continue to respond positively to the concept, the brand, and most of all, the campaign.
  • 19. Bermuda Department of Tourism Objective To increase awareness of, and travel to, the island of Bermuda; positioning as “a world away in less than two hours” (the quick luxury getaway); showcasing its pink beaches, colonial past and new high-end luxury oriented properties. Execution Milestones were reached through strategically positioned media tie-ins for travel, lifestyle, and honeymoon/wedding as well as baseline media tactics, gateway city press events, and FAM trips. Case Studies Additional executions included the Bermuda Music Festival, PGA Grand Slam, Bermuda’s 400th Anniversary and year-long on-island promotions. Key Examples The Today Show, The New York Times, The Wall Street Journal, USA Today, Conde Nast Traveler, Forbes, The Washington Post, Boston Herald, Food Network Results The island experienced a dramatic increase of media coverage achieving more than a 50% increase versus prior years. The average earned media valuation for Bermuda was $18 million per quarter.
  • 20. Bacardi B-Live U.S. Concert Tour Objective Utilize a publicity driven campaign to create local and national awareness for BACARDI B-LIVE, a 24-city summer experiential music tour, as well as position BACARDI as a trendsetter – engaging their consumer using music as the vehicle for creative, promotional content. Execution Strategically implemented an intensive media campaign targeting specific media outlets whose viewership or readership were aligned with BACARDI’s target demographic, within designated Case Studies markets and nationally. BACARDI B-LIVE was leveraged as an interactive music event and rousing audio and visual experience, as well as a unique sampling opportunity, to entice media to attend. Key Examples Associated Press, The Daily News, Los Angeles Time, Forbes, Billboard, Fader, The Miami Herald, The Boston Globe, The Washington Post, SPIN Results The public relations campaign generated over $15 million in earned media. This included over 101 million impressions in local and national magazines, dailies, weeklies and online publications. These efforts resulted in increased media and consumer recognition for BACARDI B-LIVE as a collaborative and dynamic experience that resonates with consumers. It also further strengthened the BACARDI brand and its leadership position in creative music branding.
  • 21. exCeptionAl experienCe Our category experience is expansive. It spans the full spectrum of business, from corporate image to beauty to spirits to luxury goods to consumer products and beyond.
  • 22. Barbie Personal Care Sephora US Introduction Clinique La Prairie 50 Retail Locations Lise Watier Cosmetiques (Canada) Sephora Private Label Cosmetics Neiges Shiseido Neiges Pour Homme Clé de Peau BEAUTÉ Bill Blass Fragrances Beauty & Dana Perfumes Personal Care Vicky Tiel Canoe Chantilly Pierre Cardin English Leather Pierre Cardin for Women Love’s Baby Soft Paco Rabanne Tabu Pro 10 Polish and Nailcare Tom’s of Maine Fetish Trish McEvoy Cosmetics
  • 23. Heublein/UDV/Diageo Bacardi USA, Inc. Black Velvet Whisky Bacardi Traditional Rums Finlandia Vodka Bacardi Flavored Rums Heublein Premium Cocktails Bacardi Mojito Jose Cuervo Tequila Bacardi Classic Cocktails Bacardi B-LIVE An American Place Tequila Cazadores 1766 Tavern at The Beekman Arms An American Place Restaurant Hebrew National American Spoon Foods Food, Wine Condiments Castle Brands & Spirits Delicatessen Meats Hot Dogs Boru Vodka Brady’s Irish Cream Joseph E. Seagram & Sons Celtic Crossing Liqueur Mumm Champagne Clontarf Irish Whiskey Seagram Distillers (Spirits Portfolio) Knappogue Castle Whiskey Nabisco Pallini Limoncello Chips Ahoy! Sea Wynde Rum Oreo Cookies Kobrand Corporation Ritz Crackers Champagne Taittinger
  • 24. National Geographic Enterprises Hearst Birding Collection at Lowe’s Country Living Block Clothing – National Geographic Sportswear & Expedition Gear Esquire Cellular Abroad – International Cellular Phone Good Housekeeping Citiwell Optics Town & Country EganaGoldpfiel Watch Collection Seventeen Floragem – Wollemi Pine Disney Handheld Birding Device (PDA – Palm, Inc.) Licensing iPhoto Art Linda Jones Enterprises Warner Bros. Chuck Jones Animation Art Lane Home Furnishings Chuck Jones Galleries New Creative Outdoor Furniture Chuck Jones Center for Creativity Palacek Accessories RJS The Art of Dr. Seuss – “Seuss-entennial” SFerra Bros. Linens Wyland Worldwide Sphinx Rugs SeaWorld Toyo New York Licensing Show 2007-8 Toys at Target
  • 25. Angel Sanchez Anne Barge Bridal Fred Leighton Barry Kieselstein-Cord Loro Piana Fashion & Bogner Pierre Cardin Skiwear Accessories Sportswear Pineider Rebecca Moses Buccellati Reem Acra Bulgari Jewelry Bridal Elizabeth Locke Jewels Evening Wear Elizabeth Locke Jewels on Madison Avenue 22 Neiman Marcus Boutiques; Nationwide
  • 26. Heart Association James Beard Foundation Not-for-Profit March of Dimes Catholic Relief Services Ascentium Interactive Light Technology GVOX NotationStation.net Alitalia Bermuda Department of Tourism SunSwept Resorts, St. Lucia LeSPORT, The Body Holiday Travel Rendezvous Jalousie Plantation Plantation on Cotton Bay Leslie Caron’s Auberge The Ocean Club, Sint Maarten, N.A.
  • 27. Alexandra Nechita Marilyn Monroe 12: The Last Official Photographs Animazing Gallery of Marilyn Monroe artDC Peter Max Artexpo Atlanta POP International Galleries Artexpo New York SPS Limelight Agency Associated Press Photographic Archive The Art of Dr. Seuss Arts The Chase Group The Art of Ronnie Wood (of Rolling Stones fame) Clemens Briels The Art of a Playboy Playmate by Victoria Fuller Collector’s Editions The Art of Stephen Holland David Willardson Wyland Disney Fine Art The Mad Day: Summer of ’68, The Beatles Photographic Collection by Tom Murray Dong Kingman Architecture & Santiago Calatrava Design Charles Lock Stone Center
  • 28. Spice World ABT Music & Bacardi B-Live Dance Theatre of Harlem Entertainment Bermuda Music Festival People’s Performing Arts of China B*Witched Sephora – 50 Retail Locations Julie’s Artisans Gallery Retail Crabtree & Evelyn Caswell-Massey Scholastic, Inc. Pace Communications Publishing Home Office Computing Elegant Bride NBA - Bacardi Gold Standard UFC - Tequila Cazadores Authentic Spirit Award Sports Finlandia Vodka Clean Water Challenge Nabisco Men’s Tennis