Mazarine, the independent global creative group founded by Paul-Emmanuel Reiffers over three decades ago and specialising in fashion, luxury, art and culture, today announces the acquisition of Bacchus, the international public relations and digital agency renowned for its excellence in storytelling and VIC engagement for more than 25 years. Bacchus provides a new offering for Mazarine and presents a powerful new approach to communications for luxury brands on a global scale.
Paul-Emmanuel Reiffers – Daize Washbourn – Anouschka Menzies – Charlotte Lurot
Crédit photo : Stéphane Feugère
Established in 1998, Bacchus was co-founded in London by Anouschka Menzies and Charlotte Lurot, who lead the agency today alongside co-CEO Daize Washbourn. Bacchus is renowned in particular for its unrivalled contacts among UHNW (Ultra High Net Worth) individuals and editorial teams, placing equal emphasis on cultural and luxury communications and direct access to VIC communities.
With more than one hundred employees and seven offices around the world, London, New York, Miami, Los Angeles, Dubai, Riyadh, and Doha, Bacchus is the market leader promoting luxury, hospitality, culture and real estate sectors.
The agency has advised some of the world’s most respected brands, destinations and entrepreneurs with a portfolio including Diageo Luxury Group, Four Seasons, Red Sea Global Residential, Six Senses, Technogym, RH, Auberge Resorts Collection, Victoria & Albert Museum, Zuma Group, Discovery Land Company, Global Design Forum, London Design Festival, London Fashion Week and Monte-Carlo Société des Bains de Mer.
By joining Mazarine, Bacchus brings the missing piece to present a long-awaited new paradigm in the global luxury sector. Drawing on an UHNW network, Bacchus and Mazarine will now be able to mobilise the most influential VICs around the exceptional events created by the Group and its subsidiaries, Mazarine Experience, La Mode en Images and Arter.
Beyond the creation of VIC events, Mazarine will now offer the ability to identify and attract the ideal prospects to attend, all underpinned by a strategic communications plan: an integrated solution that no other group can match.
Paul-Emmanuel Reiffers, Mazarine Group, founder and CEO comments: “Bacchus is the ideal Public Relations and VIC partner; our complementary areas of expertise and our expanded international reach allow us to go even further for the luxury clients we share. We will be the first to offer creative and communications services combined with VIC engagement. Our understanding of the global market and our strengthened presence enable us to adapt effectively to evolving target markets and behaviours. Our shared ambition was clear from our very first meeting, and I am delighted to welcome all the teams into our group.”
Anouschka Menzies, co-founder of Bacchus, adds: “In an ever-changing luxury communications landscape, the ability to influence audiences directly while building compelling brand narratives is critical to delivering meaningful commercial impact. Since inception, this has been precisely where Bacchus excels. Joining Mazarine gives us an advantage that other agencies cannot replicate. Strategic introductions and access to influential audiences have always been an essential part of our advisory offering. Our UHNW network is as valuable as our trusted relationships with senior editorial leadership internationally.”
At a time when luxury brands must do more than just generate visibility, the combined group will help clients create cultural moments that positively connect with their targeted audience, building lasting brand desire and delivering measurable commercial impact.
Joining Mazarine expands the influence of Bacchus in the art world and opens up access to Arter, the agency specialising in the production of cultural events, as well as to the Reiffers Initiatives foundation.
Bacchus will bring to the Mazarine Group its strong expertise in corporate and consumer communications and in reputation and crisis management. In a world increasingly driven by artificial intelligence, opinion-led editorial content stands out within saturated digital feeds and propels brands to the forefront of GEO, a considerable asset for Mazarine’s client portfolio.
ABOUT MAZARINE GROUP
Founded in 1993 by Paul-Emmanuel Reiffers, Mazarine is an independent international group spanning communications, creative and experiences, dedicated to luxury, fashion, art and culture.
With more than 500 talents across Paris, New York, Milan, Shanghai and Dubai, the Mazarine Group brings together every area of creative and experiential expertise within a global network of agencies that shape iconic experiences for the world’s leading luxury and fashion houses and cultural institutions:
- Mazarine: Brand Strategy & Campaign, Digital Innovation & Agentic AI, Social & Influence, Design & Branding
- La Mode en Images: the agency specialising in fashion events and runway shows
- Arter: the leading agency in the production of artistic and cultural events
- Numéro magazine: a leading media reference in fashion and art
- Reiffers Initiatives: a foundation supporting the young French contemporary art scene
www.mazarine.com
@mazarinegroup @mazarineexperience
ABOUT BACCHUS
Bacchus is a leading global communications agency, building brands at the intersection of culture and commerce. Independent and female-founded, Bacchus has partnered with pioneering brands for 25 years. The agency’s approach is built on a deep understanding of the values and priorities that drive consumer sentiment. With an international network of 16 teams in 7 cities (London, New York, Miami, Los Angeles, Dubai, Doha, Riyadh), Bacchus delivers a new standard of excellence for clients at the forefront of luxury and innovation.
www.bacchus.agency @bacchus