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NEW YORK — Cindy Riccio Communications has been selected as AOR for SimplyProtein, a new protein bar acquired by Atkins Nutritionals, and Earth Science Natural’s skincare system Ceramedx. The new clients bolster the agency’s health and wellness practice, which earlier this year launched plant-based yogurt, The Coconut Collaborative, in the UK and US.
NEW YORK — Cindy Riccio Communications has named three new leaders to its team. Dorothy McEntee has joined as senior director of health & wellness, bringing experience from JDS Therapeutics, Catalyst-Agency and Sudler & Hennessey Medicus Intercon among others. Rachel Newman joins as account supervisor and director of media from Fox Greenberg PR. Amira Clement was promoted to senior PR & influencer marketing manager after nearly two years at the agency.
HOLMES REPORT 15 OCT 2018 // 2:58AM GMT
Cindy Riccio opened the doors to CRC after a longstanding range of experience developing and executing award-winning public relations and social media programs for leading Fortune 500 companies and agencies. She is an avid news connoisseur with a passion for storytelling and is proud to have worked with some of the world’s most stellar brands. Since celebrating the agency’s first decade of business last year, Cindy has created a collaborative team of digital marketing strategists with influencer marketing and social media capabilities that have led the agency to be recognized as one of the top 20 PR firms in NYC from more than 2,000 firms basedon their expertise as ranked by Expertise.com and cited by the New York Observer as one of the top New York Specialty Agencies.
Thank you so much for doing this with us! What is your "backstory"? My backstory is one of a true marketing and communications generalist who has a love for words and ideas. A graduate of New York University with a B.A. degree in journalism and communications and a special concentration in public relations, I’m a member of the Public Relations Society of America, Women in Communications, Advertising Women of New York, The Fashion Group International and Cosmetic Executive Women.
My leadership style is a true result of years of experience traveling up the ranks of global, mid-sized and boutique agencies coupled with corporate marketing departments of top consumer- packaged good companies. My first big agency job at Saatchi & Saatchi’s PR division, The Rowland Company, taught me the basic principles of communication and client service with Fortune 500 companies and that quality over quantity wins; what gets measured gets managed.
Shifting from a PR agency to leading public relations for L’Oreal and Hanesbrands, I grew my business acumen, brand management and relationship building skills through collaborating with top leaders and marketers. That experience along with my shift to opening my own PR agency, led to Hanes Hosiery being CRC’s first client…and ten years later, our most tenured client.
1. Can you share the funniest or most interesting story that happened to you since you began leading your company? There are so many interesting things that happen in our business. When we were approaching our ten-year anniversary, a technology company based in Taiwan was launching a beauty app in the US and we won the business amongst six other beauty agencies even though our expertise is more rooted in apparel and consumer lifestyle. As a result of the first year, The Holmes Report named CRC as a finalist in 2017 for the North America Sabre Awards: Innovation and Insight in Communications and Marketing for Perfect Corp’s app launch in the U.S. for YouCam Makeup.
2. What do you think makes your company stand out? Our diversity of backgrounds and areas of specialty. There aren’t many shops that have a strong PR discipline with creative digital marketing strategy and influencer marketing, all under one roof. CRC provides data analytics, creative content, social strategy and SEO/SEM with teams who collaborate and understand how all the pieces fit together. Can you share a story? On any given day, we move from media buying tactics for digital and social media boosting to syncing up Google adwords for search strategy to planning a press event with business and style reporters.
3. Are you working on any new or exciting projects now? We’re launching a new protein bar in the US called SimplyProtein owned by Atkins Nutritionals and a new plant-based therapeutic skincare brand, Ceramedx, as well as a plant-based dairy-free yogurt, The Coconut Collaborative. Health and wellness are our sweet spot right now. On a more stylish side, we’re ramping up for a very busy fall season. We just released the fall DKNY intimate’s ad campaign featuring Emily Ratojowski and we’re planning an in-store event at Bloomingdale’s for Echo’s 95th anniversary
4. What advice would you give to other CEOs or founders to help their employees to thrive? My advice is to understand that we all have strengths and passion points. Once you’ve identified what each is for your employees, give them the ball and let them run with it. Let them see the fruits of their labor; both good and bad. Accountability is key. And, always have their back.
5. None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? There are so many people I am grateful for. My parent’s wisdom is at the core of my leadership values. First and foremost, my mother raised me to be independent and confident. She encouraged me to take risks and to trust my insights and abilities. I’ve also surrounded myself with smart, talented people throughout my career who have served as great mentors along the way such as Marina Maher of Marina Maher Communications, Lisa Travatello of Weber Shandwick, Current and Burson-Marsteller, Brian Maloney of Maloney & Fox, Bill Koenigsberg of Horizon Media and Ken Jacobs of Jacobs Consulting.
6. Can you share a story about that? I could command a room full of adults to listen to my stories from the time I was six years-old. Storytelling was always my passion and my Mother encouraged it.
7. How have you used your success to bring goodness to the world? This past spring, we partnered with Project Sunshine for their 15th annual gala to raised $1 million. Project Sunshine works hard to raise awareness for the emotional needs of children facing medical challenges and their often-forgotten caregivers. The organization recruits and trains volunteers – community members, college students, corporations, and youth – to deliver creative, recreational, and educational programs. During Project Sunshine week, CRC added a dose of sunshine and vetted two mid-tier influencers to deliver curated baskets and arts and crafts to sick children. Ensuring childhood remains a place of wonder, we gave parents a break with a special visit to Weill Cornell Hospital and Rusk Rehabilitation Center.
In 2017, CRC partnered with CARE to increase their fundraising and awareness in the NY metropolitan market resulting in an op-ed in The NY Daily News by their new COO on World Refugee Day and an appearance at The Today Show windows with Hoda Kotb. CARE works around the globe to save lives, defeat poverty and achieve social justice. Women and children are the center of the organization as they cannot overcome poverty. In the days leading up to International Women’s Day, we asked people to join us along with Honorary Chair Sheryl Sandberg, to “Walk in her Shoes” by taking 10,000 steps each day for one week as solidarity with the journey taken each day by women and girls around the world, who walk up to four miles for basic needs like food and clean water for their families. CRC encouraged people passing by to write #WhyICARE on an interactive board near Times Square about ending global poverty, spreading awareness of CARE’s work to help end global poverty. Refinery 29, CBS-TV and WPIX-TV calendars posted the event and the campaign generated more $40,000 with over 6,000 people interacting with board generating 47 million social media impressions to create a voice in the metropolitan area.
o In 2010, I led a team of executives at the largest independently owned media agency, Horizon Media, to fundraise $200,000 to contribute to CityHarvest for the agency’s 20th anniversary.
8. What are your "5 Things I Wish Someone Told Me Before I Became CEO" and why. (Please share a story or example for each.) 1. If you’re the smartest person in the room, you have a problem. Every person on my team knows more than I do about their area of specialty. 2. You get what you give. CRC provides personal development training which ultimately gives each person the ability to be their personal best. 3. Dialogue is and will always be the best form of communication. Conflict comes with the territory. You have to be engaged with eye-to-eye and one-on-one conversation. 4. If you don’t love what you do, don’t do it. Our most successful and longest lasting clients exist because we are passionate about their business. We understand their challenges and get in the trenches to help them out. 5. You have to be in control of your time and you can’t unless you say no.
9. You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? It would be a movement that teaches the importance of living in the moment and the power of being present. Our modern world of technology and social media means that no one is ever really paying full attention because we’re all trying to keep up with what key influencers are saying and posting on Instagram, snapchat, Twitter and Youtube. #pause is my movement to engage people to breath, think, stretch, imagine, recalibrate and pause to reflect on what’s important to them at this moment. Whether it be family, career, a cause they are passionate about, a wrong that needs to be righted or a personal goal, #pause reminds all of us to take stock of one’s self without interruption. You never know what your idea can trigger.
10. Can you please give us your favorite “Life Lesson Quote"? There are a couple of life lesson quotes that are my favorite: “Life is like riding a bicycle. To keep your balance, you must keep moving.” Albert Einstein and “My point is, life is about balance. The good and the bad. The highs and the lows. The pina and the colada.” ― Ellen DeGeneres.
11. Can you share how that was relevant to you in your life? I’m a Libra so it’s all about balance. Always.
12. Some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? Tyler Haney of Outdoor Voices because she’s young and innovative and encouraging recreational activity with functional fabrics that get people to enjoy the great outdoors. Arianna Huffington of the Huffington Post because she is a visionary and pioneered online news and is still an inspirational leader.
Hello. I am Cristina Tangredi, CRC’s PR assistant, and I recently graduated from Fairfield University with a degree in professional writing and public relations. Being part of a team that not only cares so much about their clients, but also values hard work, has given me the opportunity to dive into a variety of different tasks that always keep me on my toes. From writing pitches to editors, attending client meetings, every day is new and exciting in my PR and Digital Marketing role.
During my first month at CRC, I have learned the ins and outs of public relations by being given the opportunity to share my thoughts and voice with the CRC team and their clients. I have been a part of onboarding new clients, developing social media content calendars, creating press materials, and attending deskside appointments with some of my favorite fashion magazines! From fashion clients to working with nonprofits, I love the variety of clients CRC works with and I am challenged to think outside the box each and every day. One day I will be writing pitches to editors for our client DKNY, and the next day I would create placement clippings for our client bluWinx. The variety of clients that we work with has provided me with a wide-range of tools and skillsets. One of my favorite moments at CRC is when I get the chance to attend onboarding meetings, and CRC presents new and potential clients with PR and digital media proposals and strategies. I always learn so much watching these presentations, and the hard work pays off when we win a new client such as our newest plant-based therapeutic skincare brand Ceramedx.
I set a goal for myself that after college I wanted to begin career that allowed me to participate in more than just going through the motions each and every day. CRC helped make that goal a reality. I am grateful to be part of a team that not only makes me feel welcome, but demonstrates the multiple aspects of PR, such as SEO, content curation and storytelling techniques to secure press placements through their hard work, extensive knowledge, and passion for what they do. Thank you for a great first month, CRC!
Hi! I’m Sophia Talla, CRC’s Summer Intern. I am originally from Paris and am going into the third year of a communications and editorial writing Bachelor focusing on the fashion and beauty industry in Southampton, England.
I have been interning at CRC for a month now and I have already learned so much about the PR & Digital Marketing industry. I carry out tasks such as daily media monitoring, pitching editors, clipping placements, helping with event planning as well as overall media relations which has enabled me to substantially grow professionally. I am encouraged to be creative while drafting posts for CRC’s social media handles, and I love seeing the influencers we work with mentioning our clients’ products and services.
I have also been in direct contact with clients at meetings and editors at press events and desk sides which has taught me how to interact with both. For example, I assisted and helped organize a press event for one of our clients, Joules. It was an amazing opportunity for me to learn how press events work and how it is set up. It was so rewarding to see editors from major publications such as Cosmopolitan and seeing them consider Joules’ collection for their fall stories.
The team is so helpful and always take the time to answer any question I may have. Watching them has taught me skills such as marketing, digital advertising and influencer marketing. They truly make me feel part of the team and always give direct feedback on the work I do which helps tremendously.
Given that I am from France and live in the UK, having the opportunity to learn about the industry from an American perspective has been an extremely enriching experience. I can honestly say that during my first month as an intern at CRC I have learned more than during my two years of studying.
Every day at CRC is different; I get to learn and do new things each day for very diverse types of clients. Coming from a fashion and beauty background, it has been so exciting to work with clients from other fields such as The Coconut Collaborative which helped me gain an understanding of the food industry. Moreover, working with Bluwinx has taught me about the accessory and wellness industry. I look forward to the rest of my internship and working with our new and current clients.
Thank you, CRC, for an amazing first month.
I can’t thank you enough for allowing me this opportunity to work side by side with such an amazing team. After going through this internship and seeing how a team can operate and come out with huge successes, it makes me want to be in a similar environment for when I’m older. It was engaging and exciting work that helped me get to know a variety of clients such as DKNY, Hanes, Joules, and The Coconut Collaborative. It was always so rewarding for our team to watch these clients gain placements in some of my favorite magazines, such as Vogue, InStyle, and Oprah!
CRC gave me the opportunity to dive into hands-on tasks such as media monitoring for clients and tracking editors and reporters of well-known fashion and lifestyle magazines. Furthermore, I had the opportunity to draft pitches for editors, edit PR and digital marketing proposals, and sit in on client onboarding meetings as my colleagues presented influencer lists and strategies. My internship with CRC was a great way to network with editors and dive head-first into public relationships by maintaining strong relationships with both the clients and the media.
For the last five weeks, I was able to step out of my High school in Westchester, New York and experience what it’s like to work in the real world. The work done here at CRC has taught me how important it is to have a balance of both creativity and management in order to succeed in this business. I am so grateful for everything I have learned while interning here and I cannot wait to see what else you and the team does in the future.
Thank you for letting me join the CRC team this semester. As a student at NYU Stern studying Marketing and Finance, we learn a lot in the classroom, and while what we learn is applicable in the real world, nothing beats firsthand experience. I’ve learned more about public relations and digital marketing this semester than I ever had in class.
Never did I think I’d be able to talk to clients so early on in my career and participate in guerilla marketing or be on TV. It was an amazing experience to be a part of CRC and I appreciate everything you, Amira, Zorina, and Hayley taught me when I first joined up until this point.
Hope you and the agency have a great summer!
Thank you again for everything this semester.
By Cindy Riccio, President, CRC
Hi! I’m CRC’s Spring 2018 Intern, and my name is Kevin Tu. I’m currently an undergraduate student at New York University’s Stern School of Business and am majoring in marketing.
CRC has proven to be an amazing place to get hands-on experience. Day one, in the office, you’re tasked with duties that contribute to or directly affect a client. PR is a special branch of marketing. It necessitates a working knowledge of what your clients are doing compared to which publications want to hear from them in order to increase exposure and drive traffic towards available retailers as well as their e-commerce businesses. In this way, more and more people can hear and buy their product. We’re the ones who personally reach out on our client’s behalf.
As my first undergraduate internship, I’ve learned a lot here. Our clients range from fashion to health-conscious food products. I’ve learned how to talk to clients and address their needs directly, as well as assisting in implementing various business development strategies to develop a brand.
The team is always there to help. Don’t be afraid to ask for it! I came in with a general knowledge of marketing and PR, but the core team, Cindy, Amira, Hayley, and Zorina, really helped me contextualize it to make a tangible effect in the real world. In the weeks I’ve been here, I learned so much about what digital marketing and PR is all about.
Finally, CRC is an agency that hasn’t shied away from moving with the times. We are as much a PR firm as a digital marketing one. I’ve learned how to develop social media strategies, content curation and calendars to maintain a productive, contributable online presence for our clients. It’s very much a place that gives its interns real opportunities to interact with clients and support their storytelling optimization.
I’ve sat in on and even talked to clients during conference calls, and have drafted pitches for media publications, TV shows such as The Doctors and The Today Show, as well as trade announcements to key industry gatekeepers. CRC even gives interns valuable teambuilding experiences.
For example, I went with the team for a guerilla marketing campaign where we took the New York City streets by storm inn recognition of American Heart Month. On Valentine’s Day, we spread the #cocolove with free samples of chocolate ganache pots courtesy of our client, the Coconut Collaborative, the dairy-free, vegan-friendly coconut-based yogurt company! It was exciting to stand behind the Good Morning America show to spread Coconut Collaborative’s story far and wide as they launched their plant-based yogurt and dessert pots in the US from the UK. By that event alone, we handed out over 5,000 samples all across NYC during the busy commuter hours and throughout the day during New York Fashion Week. It was an innovative marketing execution that highlighted just how much a difference we make at this agency while also managing to have lots of fun!
So far, it’s been a valuable experience. I highly recommend coming here to meet and work with the team! CRC is definitely a very encouraging environment to anyone who’s ready to learn and I look forward to working more with CRC as this semester continues!
For more than ten years, CRC has used the magic of storytelling to spread the word and spark conversations. Leveraging the latest communications technology and digital tools to help broadcast brand stories to the consumer. With clients including a host of home goods, apparel/accessories, beauty and food/beverage companies CRC offers marketers a collaborative culture and viable alternative to an in-house communications department.
In a Women in Business Q&A, CRC President and founder Cindy Riccio sits down with The Huffington Post to discuss the changing climate of the digital age, her advice for women in the industry, life experience, role models, and what she hopes to accomplish in the next year with CRC.
Read more here
After a fruitful career of leading public relations for global to mid-size public relations agencies and Fortune 500 agencies, Cindy Riccio broke out on her own to found CRC a decade ago. Since then she has built her agency into a digitally savvy, award-winning boutique communications agency representing clients across categories like food, beauty, fragrance, travel, fitness, tech, and fashion. In this feature story, Cindy chats with The Daily Front Row on how she founded CRC, her biggest PR coups, and discusses how brands will be communicating beyond social media and common digital tactics, in the future.
Consumer lifestyle marketing expert, Cindy Riccio opened the doors to Cindy Riccio Communications (CRC) ten years ago after years developing and executing award-winning public relations programs for leading Fortune 500 companies and agencies.
The C3 Formula: Create. Connect. Communicate has caught the attention of clients like Hanes, Kenneth Cole and Wonderbra.
An avid news connoisseur with a passion for storytelling, we were lucky enough to learn more about Cindy’s background, vision and agency focus.
Cindy, our President and Founder, shares her ten top observations about growing and thriving in a competitive and ever-evolving marketplace, competing with the big agencies and how a boutique lifestyle shop continues to keep and attract smart talent and great clients. As featured in Agility PR Solutions.
CRC Attends CARE National Conference to bring awareness and action to global poverty and women empowerment.
Early last week, CRC gathered with thousands of citizen advocates, corporate partners, philanthropists, Members of Congress, Congressional staff, and Members of the Diplomatic Corps in Washington D.C. for the 15th convening of the Care National Conference.
Since this is our news, we want to write it like that. So.. CRC is happy to announce its newest client, natural pet food brand “I and love and you,” to spread the word about the brand’s premium line of pet products.
“I and love and you” is all about that special bond between pet parent and their pet, providing food that is crafted to include the optimal combination of complete whole-food nutrition and the premium ingredients pets love. CRC is excited to add the pet industry to their portfolio, expanding on their expertise and wide range of clients.
You can read more here.
CRC is staying ahead of the curve by inspiring creativity and innovation with Idea Trip, created by CUSP NYC. The concept is part art, photography and food tour that uses the city as a muse.
The purpose is to embrace the inspiration in the surrounding community for a nudge, or jolt, out of the current groove, opening the eyes to a wider creative world, encouraging new and breakthrough ideas. The trip took the team through Gowanus, exploring galleries, event spaces, street art, innovative and creative local companies, museums and restaurants.
CRC is happy to announce the hiring of Brianne Dezzutti to Account Supervisor and Director of Celebrity Influencer Management, Erika Kuzmicz to Senior Account Executive and Manger of Celebrity Influencer Management as well as Jillian Fredi as Public Relations Assistant. As CRC continues to enhance its digital marketing and communications services with paid content, influencer programs and social media strategy, the indie firm has also expanded its Flatiron office in NYC with a showroom space to facilitate celebrity stylist meetings, mixologist and food service demos, as well as editor deskside appointments on a daily basis.
O'Dwyers has the full scoop about it here.
Cindy Riccio, President and Founder of CRC, Inc. has taken a deeper look at the changing landscape of influencer marketing and the consequences it has on today’s PR and digital marketing professionals. Influencer marketing is currently in a grey area for both marketers and consumers, leaving brands to define the rules for themselves in hopes that they are obeying the law. As we continue to work with influencers and bloggers across fashion, beauty, food, and lifestyle industry, we’re ensuring we steer our clients in the right direction.
You can read the white paper on BulldogReporter.com