Following yesterday’s harrowing news that Roxy Jacenko’s PR firm Sweaty Betty had lost a staggering 85 per cent of its client base in just three days due to fallout from the coronavirus, the PR queen has rallied, adding she still has a number of opportunities thanks to her diversifying the business in recent years.
Jacenko (in main photo with husband Oliver Curtis) revealed to B&T that Sweaty Betty had been particularly badly hit by a client exodus due to the agency’s exposure to luxury and high-end brands which had “fallen over” and lead to staff redundancies.
Unsurprisingly, health and food categories were still doing well, Jacenko added.
But the 39-year-old PR maven and socialite was quick to stress that her operations aren’t solely limited to the PR firm, Sweaty Betty.
“Fortunately, we diversified and added other arms to my group of companies well before COVID-19 hit,” Jacenko told B&T.
“We launched 18Communications – a Chinese communications agency servicing Australian and international brands to communicate with Chinese consumers as well as WeChat, Weibo, Redbook Management and Media Buying. Plus, the Ministry of Talent – a digital influencer agency – and Social Union our content creation agency.
“Now the focus is to make sure we continue to grow these companies whilst we look at options for Sweaty Betty PR in the short term,” Jacenko said.
And with things slowing down in parts of the business, Jacenko added she’ll be far from idle.
“Fortunately we’ve got these other agencies within the group and that enables me to be active in the business but not chained to it.
“It’s a time that I’ll be working additionally on my online branding course which launched in 2019 in partnership with [Mamamia’s] Mia Freedman; plus, my in-person seminars on small business, PR, events and social media around Australia and there’ll be other opportunities,” she added.
Let’s also hope that Jacenko’s inner-city Sydney offices don’t also continue to come under attack from disgruntled non-fans of the socialite.
In mid-October last year, Jacenko made global headlines after a Lycra-clad woman – dubbed the “poo jogger” – was filmed out the front of her offices defecating while apparently out on a morning run.
Jacenko said at the time: “This isn’t a person with irritable bowel syndrome, this is a person who’s getting off on it!’ Why do you need to shit in the street?”
Despite the massive media exposure and police hunt the “poo jogger” was never caught and charged, although friends of the woman did publicly come out and say she was deeply embarrassed about what had happened.
Last month, Jacenko was again in the news when she lost her bid for a restraining order against a Bitcoin trader accused of labelling the PR maven a “c@nt” in a graffiti attack on her office.
The offender, Anthony Hess, was labelled “puerile” and “juvenile” by the magistrate but cleared of intimidating and harassing her.
Please login with linkedin to commentRoxy Jacenko
Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]
Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]
Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]
Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]
Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign. “We thought it would be fun to see some other iconic Australian brands back […]
Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]