Amy Hufft, President, HL Group
Amy Hufft is President of HL Group, which won Gold in Bulldog’s 2018 PR Awards for “Best Brand Launch.”
Length of PR career (so far): I’ve been working at marketing and communications agencies for 15 years. My role has always been focused on strategic brand-building, positioning and client advisory.
Your most memorable campaign: We created a content series for Stella Artois at the Cannes Film Festival called The Connoisseur Series that highlighted their dedication to craft. It really re-invigorated a sponsorship that the brand had held for almost 15 years and had tremendous reach and engagement outside of the bounds of the festival.
Number of 2 a.m. calls from a client this month: We have clients in China so it’s really more about the amount of 2am WeChat messages.
Biggest complaint about social media: Its promotion of “perfection” or “perfect lives”.
Best thing about working at your agency: We laugh a lot. You really have to. . .and also sitting on our terrace drinking wine on Thursday. It is a great way to bond with the entire team and let loose a little.
Last time you didn’t do any work all weekend: I don’t understand the question.
Most outrageous client request: We had a client once ask us to build a giant bedazzled high heel and float it in a pool for a launch event within 24 hours.
Most interesting thing about your job: The diversity of clients. One minute, I am speaking to a luxury hospitality brand, the next to a fashion client and the next to a spirits company. All with different objectives and challenges. It keeps us on our toes and focusing on trends across several industries.
Number of meetings you were in last week: Too many to count!
Rate your math skills from 1-10: 7, which is embarrassing because I have an MBA.
What do you read daily? NYTimes, Women’s Wear Daily, Business of Fashion and Wall Street Journal
Favorite way to de-stress: See below on my cocktail of choice.
Worst PR crisis in the news this year so far: Anyone on the wrong side of #metoo
Brand that does the best PR: I think that both Away and Glossier are really killing it in communications right now. They both have become standouts in their own way in industries that have been around for such a long time. It’s been amazing to watch them each grow.
Favorite non-work hobby: Boxing. It’s therapeutic.
Last book you read: Pachinko by Min Jin Lee
Cocktail of choice: Vodka martini, dry with a twist
Your first “real” job: Assistant Entertainment Editor at Redbook
Three people you’d love to invite to dinner: Tina Fey, Amy Poehler and Ellen DeGeneres. You should laugh at dinner.
Your next big adventure: I just went to Rwanda and Tanzania for 2 weeks so I’m done adventuring for a bit!
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