FYI Brand Group
FYI Brand Group, (formerly known as FYI Brand Communications) is a brand strategy, communications, and marketing agency founded by Tammy Brook in 2001.[1][2] The company’s offices are based in Los Angeles and New York. [3]
History[edit]
In 2001, FYI Brand Group music division was launched by Tammy Brook while she was working under the guidance of Patrick Moxey and hip-hop group Gang Starr. In 2006, FYI Brand Group launched its entertainment division with Jonathan (J.R) Rotem. In 2010, the company launched its sports and fashion division and secured clients including DJ Khaled, Jay-Z’s Rocawear, Levi’s and NBA.[4]
In 2010, the company transitioned into a brand-strategy agency. Between 2010 and 2017, FYI Group had secured collaborations and partnerships with clients like Russell Westbrook, Jhené Aiko, Pusha T, Travis Scott and Helmut Lang Barneys partnership, DJ Khaled and Palmers, Jhene Aiko and Pennys Pen and Trips, Unforgettable and Global Citizen, Travis Scott and Saint Laurent collaboration. [4][5] By 2019, the company also collaborated with French Montana and 21 Savage. [2]
In 2018, FYI underwent a rebranding (from FYI Brand Communication to FYI Brand Group) to reinforce its links with pop culture and shifting from B2B to B2C. It formed five vertical divisions namely brand partnerships, publicity, content, experiential advertising and social effect.[6]
In 2019, the company launched its social impact division working with clients like American Cancer Society and Black Lives Matter. Under this division, the company launched #Free21Savage movement for the rapper detained by ICE. [2]
In 2020, the company launched a webinar series “FYI Firesides” via Zoom. It features experts across pop culture, entertainment, music, fashion, philanthropy and sports sectors.[7]
Major Campaigns[edit]
FYI Brand Group’s major campaigns collaboration include:
- Acne Studios and the Gap’s “Logo Remix” marketing campaign launched in collaboration with Travis Scott, Saint Laurent, and Russell Westbrook.[6] [8]
- The partnership with Mama Hope to raise over $500,000 to build Suubi Health Center, maternity and Child Health Clinic in Uganda through French Montana’s campaign #UnforgettableDanceChallenge. Other campaigns like My Brother’s Keeper supported by Khaled and Pusha, Jhene Aiko and the #PennysPen campaign and deferred action for childhood arrivals “We Are The Dream” movement with French Montana.[2]
- The “Little Ballers” film shows 11-year-old boys staying on the path of gaining education and reaching the American Dream.[9]
Achievements[edit]
The company received Corporate Social Responsibility Award Global CSR for its Unforgettable Campaign, French Montana and FYI Brand Group[10]
References[edit]
- ↑ Pearl|September 6, Diana; 2018. "FYI Brand Communications Becomes FYI Brand Group, Creating 5 New Divisions in Relaunch". www.adweek.com. Retrieved 2020-05-17.
- ↑ 2.0 2.1 2.2 2.3 Staff, Variety; Staff, Variety (2019-05-23). "FYI Brand Group Launches Social Impact Division". Variety. Retrieved 2020-05-17.
- ↑ Hissong, Samantha; Hissong, Samantha (2020-05-12). "At Work With Tammy Brook, Who Builds Artists Into Fashion Icons, Philanthropists, and Entrepreneurs". Rolling Stone. Retrieved 2020-05-17.
- ↑ 4.0 4.1 "Tammy Brook Carves Out Career Roadmaps for Clients like Pusha T and Travis Scott". Coveteur. 2018-05-15. Retrieved 2020-05-17.
- ↑ "Meet the Queen of Collabs: Tammy Brook Discusses Travis Scott x Saint Laurent". HYPEBAE. Retrieved 2020-05-17.
- ↑ 6.0 6.1 "FYI Brand Group Launches Fashion and Pop Culture Division". Quon Dime Road CST. Retrieved 2020-05-17.
- ↑ Staff, Variety; Staff, Variety (2020-04-27). "FYI Brand Group Launching New Webinar Series". Variety. Retrieved 2020-05-17.
- ↑ "Travis Scott and Saint Laurent release exclusive $700 Vinyl album". HUNGER TV. Retrieved 2020-05-17.
- ↑ ""Little Ballers" World TV Premiere set for Nov 26, 2014 @ 9:30pm EST on Nickelodeon". Amar'e Stoudemire. 2014-10-21. Retrieved 2020-05-17.
- ↑ "Announcing PR Daily's 2018 Corporate Social Responsibility Awards finalists - PR Daily". PR Daily. 2018-10-08. Retrieved 2020-05-17.
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