The Interview: Tory Burch x Buro 24/7 x Miroslava Duma

What? Tory Burch partnered up with Buro 24/7 and Miroslava Duma for a series of creative and strategic projects. Agency 22 and founder Holly Williams-Lloyd acted as creative consultant for the Tory Burch x Buro 24/7 x Miroslava Duma projects.

  • In June 2016, Agency 22 + Holly Williams worked as creative consultant when Miroslava Duma interviewed Tory Burch at her offices in New York. We were on hand to ensure that the content was powerful and engaging, and that the visibility was widespread.
  • The interview ran on Buro 24/7 globally, as well as Mira’s social media platforms (where she has a following of 1 million +)
  • Art Buyer + Creative Consultant – Agency 22 brokered the deal with the talent to feature in the project. Communicating the brand’s goals and requirements directly with the talent and managing every aspect of the collaboration between the two parties. Advising on videography and direction for the interview shot in NYC. Proposing the interview topics and questions and liaising with both parties for all aspects on the interview.
  • Public Relations + Brand Awareness Support – Secured coverage with the entire global Buro 24/7 database. Creating buzz for the project, and media coverage regionally and internationally. Ensuring ample support via @MiraDuma’s Instagram page, which features a community of over 1.5 million. Plus her appearance at the Tory Burch fashion week(s) shows wearing the brand’s latest collection (celebrity dressing).
  • Advertising – Brokered a digital advertising deal between Tory Burch and Buro 24/7 platforms in Russia and Middle East.Agency 22 + Holly Williams worked closely with Tory Burch to formulate and agree on a series of strategic and powerful partnerships with Buro 24/7 and Miroslava Duma.

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THE BURO 24/7 GLOBAL COVERAGE: Buro 24/7 Russia coverage 1 and coverage 2 | Buro 24/7 Australia coverage 1 and coverage 2 | Buro 24/7 Middle East coverage 1 and coverage 2 | Buro 24/7 Croatia coverage 1 and coverage 2 | Buro 24/7 Mexico coverage | Buro 24/7 Kazakstan coverage 1 and coverage 2 | Buro 24/7 Singapore coverage | Buro 24/7 Azerbaijan coverage 1 and coverage 2 | Buro 24/7 Malaysia coverage | Buro 24/7 Ukraine coverage 1 and coverage 2 | Buro 24/7 Mongolia coverage |

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Tory Burch x Buro 24/7 x Miroslava Duma

What? Tory Burch partnered up with Buro 24/7 and Miroslava Duma for a series of creative and strategic projects. Agency 22 and founder Holly Williams-Lloyd acted as creative consultant for the Tory Burch x Buro 24/7 x Miroslava Duma projects.

  • Art Buyer + Creative Consultant – Agency 22 brokered the deal with the talent to feature in the project. Communicating the brand’s goals and requirements directly with the talent and managing every aspect of the collaboration between the two parties. Advising on videography and direction for the interview shot in NYC. Proposing the interview topics and questions and liaising with both parties for all aspects on the interview.
  • Public Relations + Brand Awareness Support – Secured coverage with the entire global Buro 24/7 database. Creating buzz for the project, and media coverage regionally and internationally. Ensuring ample support via @MiraDuma’s Instagram page, which features a community of over 1.5 million. Plus her appearance at the Tory Burch fashion week(s) shows wearing the brand’s latest collection (celebrity dressing).
  • Advertising – Brokered a digital advertising deal between Tory Burch and Buro 24/7 platforms in Russia and Middle East.

Mira Duma Tory Burch 1Mira Duma Tory Burch 2Mira Duma Tory Burch 3Mira Duma Tory Burch 4Mira Duma Tory Burch 5Mira Duma Tory Burch 6

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The Tory Burch takeover on buro247.ru

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The Hundred Wellness Centre creative consultancy

What? The Hundred Wellness Center founded by Emirati entrepreneur and award-winner Asma Hilal-Lootah.

Agency 22 and founder Holly Williams hired to act as creative consultant to The Hundred Wellness Centre for a 9-month period to help with the rebranding of the business and implement event/PR initiatives.

  • Creative Consultant – Guiding the business and its founder on best practice for social media, events, creating buzz and driving footfall.
  • Social Media Strategy + Management – In March 2016, Agency 22 implemented a social media strategy for The Hundred Wellness Centre (THWC), which it managed until November 2016.  During this period the client’s social platforms grew in both following and engagement by 30%.
  • Public Relations + Marketing – Agency 22 worked on a series of new and exciting event, PR and marketing strategies for THWC Autumn/Winter 16.
  • Re-Branding – Agency 22 guided THWC’s new logo and branding – including the communication of this with the clients, general public and media. This included a complete website makeover, on and offline signage. New leaflets, a brochure, new emailer templates, business cards and everything in between.
  • Website Strategy + Management – Agency 22 worked on revamping THWC’s website, implementing a new strategy for a high-level, topical lifestyle and fitness blog and the methods to increase traffic, engagement and footfall into the center.
  • Creative Content – Agency 22 created a series of videos and photos for THWC social media platforms and website. We also created blog posts and the entire website and brochure content for THWC’s new look.
  • Influencers – Agency 22 helped THWC align itself with powerful, relevant and high-level businesses, media and influencers to increase its profile.

@thehundredwellness before Agency 22 took over the Instagram handle

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@thehundredwellness after Agency took over the Instagram handle

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Agency 22 secured media coverage for The Hundred Wellness Center on popular, regional eCommerce platform bysymphony.com – aligning the center with a new and exciting audience and a lucrative luxury clientele.

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Tory Burch and Anna Dello Russo, Doha, Qatar – The Buzz + Coverage

What? The Tory Burch Doha flagship opening #ADRxToryBurch.

Agency 22 and founder Holly Williams hired to act as consultant to Tory Burch global (a) and to manage the guest lists for the American super brand’s local partner, Chalhoub (b).

Where? Tory Burch boutique, Lagoona Mall, Doha, Qatar

When? December 9 and 10, 2015

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Polaroids by Agency 22

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Picture by Agency 22

Filmed by FashionToMax

The Buzz and Media Coverage

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Style.com/Arabia

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Buro 24/7 Middle East

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Anna Dello Russo’s website

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Desert Mannequin

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OHLALA

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Muse Arabia

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Tory Daily

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Tory Burch and Anna Dello Russo, Doha, Qatar

What? The Tory Burch Doha flagship opening #ADRxToryBurch. Agency 22 and founder Holly Williams-Lloyd hired to act as consultant to Tory Burch global and to manage the guest lists for the American super brand’s local partner, Chalhoub.

  • Creative + Cultural Consultant – Suggesting top regional talents and entertainers for the event. Connecting Tory Burch with the local Educate A Child foundation, founded by Her Highness Sheikha Moza Bint Nasser.  Recommending the involvement of the charity and connected the brand with foundation’s heads. Advising on dress codes + regional policy/preferences/formalities.
  • Logistics/Event Management – Advising the brand on the best timings, days/dates, hotels, logistics for filming and best places to shoot/film around the city.
  • Public Relations/Brand Awareness Support: Interviewing and securing four regional, Qatari influencers (@rayaalkhalifa @desertmannequin @its_noory @koodiz) to feature in the brand’s Tory Daily blog. Plus social media posts to drive awareness/buzz from the top regional influencers.
  • Guest List Management – Invited 480 top tier women to attend the #ADRxToryBurch in-store cocktail party from the Agency 22 Doha database. Managed VVIP private styling sessions with Anna Dello Russo at the Tory Burch store featuring two small groups of women including royals and ladies from the top tier political and business families in the region, alongside young Haute Couture customers.

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#ADRxToryBurch evening cocktail party at the Tory Burch boutique, Lagoona Mall, Doha, Qatar, December 9 2015

What they said…

@its_noory: “The Tory Burch event was honestly the best event I’ve been to in Doha so far, I loved meeting Anna and great people and was such an amazing atmosphere, can’t wait for more upcoming events with Tory Burch”

Sheikha Raya Al Khalifa, @rayaalkhalifa: “Quite a special experience using fashion as a platform for a cross cultural exchange celebrating the beautiful elements of our aesthetic and that of Tory Burch. It’s more than the clothing, it’s a lifestyle… And a well travelled one at that!”

Designer Wadha Al Hajri, @wadha_alhajri: “I would like to congratulate you on organising today’s event, you can’t imagine all the great buzz you’ve created in Doha!”

Anum Bashir, @desertmannequin: “Doha’s fashion scene is in its infancy and we’re growing everyday. So it’s always great to have women as recognised as ADR visit and engage our local fashion loving women to only help perpetuate an industry we’re all working hard to help grow. The event was incredible and truly a success in the sheer number of women who came out not only to support the Tory Burch brand but also meet an icon we have been loving on Instagram for so long”

The buzz…

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More here: #ADRxToryBurch on Instagram

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New York based artist Happy Menocal created the invitations and hashtag artwork

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