NKPR hires American VP, wins two new accounts

Sana Javaid working to grow agency's U.S. portfolio from New York office

NKPR has hired Sana Javaid as vice-president in its New York office. In her new role, Javaid will work with president Natasha Koifman to build and expand the company’s U.S. portfolio and oversee client operations in the United States.


Sana Javaid

“We needed someone to basically run our New York operation,” said Koifman, who divides her time equally between NKPR’s New York and Toronto offices. “It took us a while to find the right person who is of our mindset—and Sana is. She has over a decade of experience and [has worked with] the types of brands that we already represent. She’s got our same work ethic and she transitioned into our agency so perfectly.”

Javaid was most recently with New York PR firm Harrison & Shriftman. During her career, she has worked with clients across sectors such as retail, fashion, health and wellness, and financial services.

NKPR’s roster of clients includes Mulberry, Kiehl’s Since 1851, Anne Klein, TD Bank and Jones New York.

Koifman opened the New York office four years ago and plans to open an office in L.A. later this year. “We’re finding that clients are coming to us for their North American PR—not just Canadian PR,” said Koifman. “I think we’re going to be functioning in a few years without a border. Companies are going to hire agencies that can do the work in North America… So I want to make sure that we have the best capabilities in both Canada and the United States.”

NKPR also announced two new client wins. The agency was named PR agency of record for Canadian-owned skincare company Racinne. NKPR will introduce media, influencers and consumers to the company’s various product lines.

NKPR is also handling PR for Canadian designer Jacqueline Piron, including the launch of her new luxury t-shirt collection. The t-shirts are handmade in Canada and feature embellishments like Japanese ribbon and Swarovski crystals.

“I’m a huge supporter of Canadian fashion,” said Koifman. “Part of the reason we started the talent division [NK Artists] was to raise awareness about Canadian talent not just in Canada but globally, and designers were certainly part of the thinking.

“What’s exciting about these new wins is they support the core of why I started the agency, which is picking and choosing the brands we want to work with, telling amazing stories and bringing cool products to the market,” added Koifman.

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