NKPR has launched a new talent division, NK Artists. The division will focus on brand building and strategic endorsement development for signed artists under the leadership of agency founder and president Natasha Koifman.
NK Artists has already signed its first clients: Hockey Night in Canada host George Stroumboulopoulos; photographer David Drebin; fashion designer Erin Kleinberg; lifestyle and décor expert Caspar Haydar and celebrity makeup artist Misty Fox.
“I love the idea of taking really talented people and helping them become the brand they want to be, but don’t necessarily have the expertise to do it,” said Koifman, who founded NKPR in 2002.
“There’s a need not for an agent, but for someone who can create the right strategic partnerships to propel their brand forward and work in a creative way. That doesn’t exist out there,” added Koifman. “We’ve always been a true partner for our [corporate] clients and I feel that’s what’s missing for talent.”
NKPR, which has offices in Toronto and New York City, also plans to open an office in L.A. later this year. “Because we have offices both in Canada and the U.S., [the new division] is an opportunity to work with talent across North America,” said Koifman.
Under the new division, NKPR will also service existing clients, brokering deals on their behalf. For example, NKPR recently developed a national philanthropic partnership between Kiehl’s and Simple Plan in support of children’s causes. In addition to hosting a charitable concert in September, the band will partner with Kiehl’s to develop a limited-edition label for Ultra Facial Cream, with 100% of net profits going to the Simple Plan Foundation.
In conjunction with the launch of NK Artists, Koifman announced she is working on her first book, a look inside the world of celebrity branding, slated to be published in September 2015.
As part of the agency’s expansion, NKPR has promoted Bunmi Adeoye to vice-president. Adeoye has been with the agency for six years.