How We Told the Fifth & Pacific Companies, Inc. Story


“What’s in a new name?” a famous writer once sort of asked. The answer, of course, is a lot.

The High Low sat down with Fifth & Pacific Companies, Inc. (our editorially independent site’s sponsor) to learn how a company can most effectively tell its story — especially a new one — in this era of extensive, multi-platform media.

When it came to changing Liz Claiborne Inc.’s name to Fifth & Pacific Companies Inc., we needed to make sure we told people about it in a way that was memorable and exciting. We also needed to reach all the audiences that count to explain why it’s a new business with a new strategy. Here’s how we did it — with multimedia that takes advantage of digital, social, and other new channels.

Video: Name Announcement
About: CEO Bill McComb tells the world about Fifth & Pacific Companies
Audience: Employees, Investors, Media, Partners/Stakeholders, Industry Influencers
How we shared it: picked up by traditional media and blogs/sites, tweeted out by Fifth & Pacific Companies, shared via brands’ social media channels

Video: 30 Second Sizzle Spot
About: Narrated by fashion guru Tim Gunn, this video highlights the four brands of Fifth & Pacific Companies, captures the essence of the new corporate name, and touches on the new strategic focus
Audience: Investors, Consumers, Industry Influencers
How we shared it: aired on Taxi TV and Captivate’s Elevator Network, posted on Fifth & Pacific Companies’ website, shared via Fifth & Pacific Companies’ social media channels

Video: Our Brands, Our Consumers
About: Every great brand depends on great consumers…here’s what ours had to say about the brands that make up Fifth & Pacific Companies
Audience: Investors, partners/stakeholders, media, consumers
How we shared it: posted on Fifth & Pacific Companies’ website, shared via Fifth & Pacific Companies’ social media channels, shared via brands’ social media channels

Name: A Detailed Look at Fifth & Pacific Companies and Its Brands
Subject: CEO Bill McComb and the brands’ creative directors take you inside Fifth & Pacific Companies and highlight each of the brands’ strong creative identities
Audience: Investors, Media, Partners/Stakeholders
How we shared it: posted on Fifth & Pacific Companies’ website, shared via Fifth & Pacific Companies’ social media channels, shown to investors