Martha Stewart, Drew Barrymore and Lionel Richie remain Magrino BFFs for their own brands and businesses.To boot, Magrino revenue rose 12 percent; head count’s nearing 50.Tavani’s now eyeing a London office to keep up; we predict M18’s own real estate will keep growing this year.When the partners behind this new firm left their old agencies, clients fled with them.Momentum, ambition and the guts to back it up make HL Group our agency of the year.A longtime giant in fashion and luxury PR, HL has transcended those roots to become a generalist firm on steroids—a force in corporate, tech, lifestyle, crisis and even brand strategy.For every celeb brand like Drake’s October’s Very Own and Gwyneth’s Goop, there’s an investment group, litigation client, sports organization, media brand or charity event getting Hiltzik’s guidance.Longtime clients like Katie Couric and the higher-ups at MGM also have him on speed dial.
It’s also been the big dog in several proxy fights, repping i Robot, Chipotle, Buffalo Wild Wings and Cabela’s.
They may not always get what M18 means—it’s March 18, the date the company was founded—but real estate giants like Extell, Vornado and Silverstein know Michael Tavani’s agency as the go-to for commercial and residential projects in the Big Apple and, increasingly, around the world.
Hotels, its original client base, still bed down with M18 in droves.
The firm also counseled Al Jazeera through its US shutdown (quite sagely) did what it could to help Volkswagen through its disaster and shepherded the NBA Players’ Association through its collective bargaining talks. On the talent side, the firm handled the masterful rollout of longtime client Lady (“Call me Joanne”) Gaga’s new album and persona. Ryan Lochte: Matthew Hiltzik’s clients make headlines, but sometimes not the way they want to.
But its biggest get was Fox News host (and Donald Trump’s BFF) Megyn Kelly. It’s Hiltzik’s less heralded campaigns, however, that reveal how much juice his agency has acquired—and in how many directions its influence spreads.