6 Questions: Sophie Toh, Group Director of PRCo
Sophie Toh represents several luxury brands, including House of Garrard (pictured above)
Sophie Toh began her career in London’s luxury PR industry before moving to the United Arab Emirates where she established her own agency TOH. Last year, TOH was acquired by leading global luxury communications agency PRCo, placing Sophie at the helm as Group Director. Here, she discusses marketing trends, misconceptions, and the influence of media
1. What first drew you to the world of PR and specifically, the luxury industry"
Growing up, I was heavily influenced by the eighties vogue for big phones, big hair and bigger egos. My first choice for a career was therefore advertising, which struck me as encapsulating the glamour, gloss and unashamedly commercial spirit of the era. I mellowed a little by the time it came to university, where, as a new politics student, I was fascinated by the focus on communications in the Blair cabinet, and decided to become a ?spin doctor?. I diligently applied to all the political PR agencies in PR Week and found one woman ready to give me a month?s paid trial. The only small issue was that she wanted me to work on the Harvey Nichols and Bureau de Champagne accounts. Undeterred, I accepted, and I suppose subsequently fell into the luxury world. Follow LUX on Instagram:Â luxthemagazine
2. How have marketing trends changed in recent years"
We?re now speaking to consumers who learned to swipe iPhones before they can speak, and who can spot a...
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