A graduate in public relations, an art enthusiast, a mother and a person committed to charity, these are some of the characteristics that define Marisa Koifman. The communications expert spoke with Scope about the evolution of his career and the importance of always reinventing himself in a world that never stops.
Graduated with honors from the University of Palermo, Koifman says that while studying she also had the hard work of raising her two children and defines herself as passionate about what she does. “I have a degree in Public Relations and for many years I have been working in communication strategies, press and marketing guidelines for companies,” she says.
From luxury brands like Louis Vuitton, Ferragamo, Cartier and Bulgari to first-class hotels such as the Hyatt and the Alvearthe businesswoman carried out all kinds of jobs, even some extravagant ones such as the launch of a Franco-German helicopter brand, Eurocopter“We launched helicopters that had all the details produced by Hermes, from a special hand-stitched leather,” he explains.
Koifman’s career in the world of international brands began several years ago, with Louis Vuitton being the first. However, luxury brands are not Koifman’s only forte; real estate entered her career after the pandemic and is here to stay.
Luxury communication in the age of social media
The communication of this type of brand always has a great team behind it, a characteristic that the expert highlights. “All the work is done together, obviously to provide solutions to companies a multidisciplinary team is put together, which includes journalists, people specialized in digital issues, marketing, public relations and contacts,” she says.
It is precisely the evolution of social networks that is one of the challenges that the director of Koifman Digital & PR“When I started working, social media was not used, we had to do more tailored work to communicate. Over the years, modernity and technology have also reached luxury brands and today they advertise on different platforms,” she says.
Reinventing yourself around a family business
The pandemic brought changes in all areas and the director of the marketing agency was also caught up in this phenomenon. Koifman says that, starting in 2020, her company also turned to real estate public relations, a business that has been in her family for years.
“I started to get involved and contribute all my knowledge of marketing, events, and ideas to the family business. It was a very special time when we were all locked up and it was very difficult to move commercially and my son asked me to help him,” he says.
In this sense, Koifman says that they carry out different types of events, such as art exhibitions, book presentations or even perfume presentations. The building Lex Tower developed by Branson, belonging to the family business, was the protagonist of the perfume launch campaign Fuchsia by Shakira. “We create content to retain and build customer loyalty,” he explains.
Philanthropy and art
In addition to handling public relations for luxury brands and real estate, the businesswoman dedicates part of her life to cultivating art and participating in charity work. Koifman says that he has a special connection with art that he began to cultivate many years ago but that is more latent today than ever.
Through her public relations work, Koifman fuels her passion for art by organizing exhibitions, as well as devoting part of her time to studying, as well as being a member of the Association of Friends of the Modern Museum“I really like everything that has to do with art. I go to exhibitions and museums, and also when I travel,” she explains, and says that it is a great inspiration when it comes to being creative in her work.
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On the other hand, Koifman She highlights that at the beginning of her career as a public relations professional she worked with non-profit organizations, an initiative to which she remains attached and collaborates whenever she can. “Although I spend a large part of my life on projects for my company, I also dedicate time to working on charitable projects, whether they are art or other public welfare issues. That was what I started with and every time they ask me for something I collaborate,” she concludes.
Source: Ambito
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