In Conversation With…Priscila Martinez

Priscila Martinez is a marketing, creative communications, and public relations professional based in Los Angeles. She is CEO and founder of three award-winning, global creative communications agencies, The Brand Agency, Vicaria Multicultural Agency, and 1795 Communications. Martinez is a brand strategy and communications specialist. She has managed events, creative communications, celebrity and press relations for luxury and lifestyle clients such as Tiffany & Co., Refinery 29, GUESS clothing, Restoration Hardware, Nintendo and Giuseppe Zanotti as well as leading three New York Times Best Seller list campaigns during her time as a publicist. Martinez has contributed to industry publications like Entrepreneur, Forbes, and AdWeek and been featured in trades like The Wrap and The Hollywood Reporter.

After spending years at ID Public Relations, Priscila decided to venture out on her own, creating a diverse all-female PR firm, The Brand Agency, in 2015. Now catering to lifestyle and entertainment clients like Amazon Studios, Playboy, LVMH, NYX Cosmetics, HBO and Motorola, it has been named Best PR Firm in Los Angeles.

We caught up with Priscila this week to discuss working in luxury, juggling three companies and meeting Angelina Jolie…

How do you navigate toxic work environments?

Funnily enough, the impetus for starting my own firm was to escape the all-too-common toxic environment that PR firms tend to house. To answer your question, I navigated toxic work environments by leaving and starting my own agencies where culture comes first. I tell my teams that I spend more time with them that I do with my parents, husband, and siblings. What is the point of it all if you hate coming to work? Great culture creates great teams. Great teams create unparalleled work. 

What key values do you think female-run companies should have?

Female run firms should strive to create a culture of support and mentorship. Fighting for equal pay is already hard enough for us ladies! We shouldn’t make it any harder, especially between ourselves. We can’t foster environments where women are pinned against each other or made to compete in unhealthy ways. Championing mentorship and support will ensure women can grow in their roles. 

What advice would you give to anyone wanting to start their own agency?

I would never discourage anyone from starting their own agency but I’m thankful for my naïveté at the start of my journey. It’s easy to fantasize starting your own shop but the reality is much less glamorous. The days are long, and the rewards take time to come in. One piece of advice I will give is to prepare for the worst but hope for the best. 

How have your PR efforts had to adapt during the pandemic? 

Our efforts did a complete 180 during the pandemic. Events were a major part of our billings. We had to quickly figure out how to create buzz for clients without IRL opportunities. We had to re-write the rules for pitching etiquette. There were many days that we pushed pitches to later or moved launches because it was important for us to respect the news cycle. During this turmoil, we also had to adapt to working remotely while simultaneously doubling our team.

How do you keep your clients happy? 

The formula is simple, honesty + hard work = happy clients. It’s easy for publicists to promise the world when they are trying to sign a new client. That approach is a recipe for disaster every single time. I’ve learned that keeping very honest about what is doable for a campaign and putting in the work are the best ways to retain clients. 

How do you juggling running three companies?

By perfecting processes and borrowing best practices from each firm. You’ll be surprised at how much time you shave off your day if you have great internal processes at play. 

What drives you?

I come from a family of hard workers. My father just celebrated his 73^rd birthday, it fell on a Sunday. He started his day early by visiting a project site and putting in hours that others would consider a full day of work. Having that example of hard work has driven me since the beginning of my career. 

What piece of coverage was a career highlight?

Picking just one piece of coverage is unfair! It’s like picking a favorite child. I always tell my team that I’m constantly in awe of how we are able to shape conversations in media. My favorite hits do exactly that – help shape conversations for the greater good. 

What is the most exciting thing about working in luxury?

Going behind the scenes and learning about what makes a particular item stand above the fray is always exciting. Learning about the countless hours artisans spend on a particular finish or material always blows my mind.  

What is the most challenging thing about working with fashion clients?

The personalities in fashion make the industry hard to navigate. That being said, good people tend to find each-other and I’ve been lucky enough to stick around with clients that have the same values and work style as me. 

Tell us about some of your non-profit work. 

I’m a firm believer in balance and working in the non-profit sector offers just that. PR can feel glitzy and glamorous. Sometimes we need a refresher on what the real world looks like. I spend a lot of time both in the office and in my personal life finding that balance through non-profit work. I’m currently partnered up with an immigrant Senior who I connect with weekly to provide support and companionship, this is through the organization COVIA. I also host a weekly class in Spanish for Senior immigrants where we cover a variety of everyday (but important!) topics like wellness, voting, and how to access the vaccine. 

Where is your favourite place to grab a drink in your hometown?

Give me a very cold vodka martini at Taverna Tony’s in Malibu and I’ll be a happy girl. 

How have you executed events in 2020 and 2021? 

We have, both virtual and IRL. IRL events were incredibly different, mostly drive-thrus with intense COVID protocols. 

What three elements make a successful event?

A guest list curated specifically for your client and an awesome setting (outdoors, rooftop) will get you on your way to a successful event. That, and I always tell my clients that you need to make absolutely sure there is never a line at the bar! Waiting an hour for a drink is a buzzkill and shows poor planning. 

Any celebrity encounters or words of wisdom you can share?

My favorite was going to Angelina Jolie’s house for a fitting. She’s been one of my favorite actresses ever since I can remember and meeting her in such an intimate setting did not disappoint. 

How would you describe your personal style?

Corporate but scrappy.

What is the best way to keep your staff happy?

We don’t subscribe to hierarchy or egos. Working with team members that I love spending time with is the best way to keep a happy environment. Work is hard enough you want to make sure you are in the trenches with people who have your back. 

Any PR disasters or near misses?

We joke around the office that there are no PR misses, if somebody says no, it just means they didn’t understand. We aren’t afraid to knock, then re-knock on doors in order to get what we need for our clients.

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