1987: Laspata DeCaro is founded by Rocco Laspata, Charles DeCaro and Robert White. White’s “boutique agency” business model is the foundation of the company.
This story first appeared in the March 30, 2012 issue of WWD. Subscribe Today.
1989: Robert White dies.
1990: The affiliation with Kenar Enterprises begins, leading to a number of edgy campaigns featuring Linda Evangelista and Helena Christensen.
1992: Laspata DeCaro aligns with the Pediatric AIDS Foundation.
1993: Laspata and DeCaro meet Federico Fellini, and the legendary Italian film director agrees to appear in an upcoming ad campaign for Kenar. Fellini, however, becomes ill and dies before the shoot takes place.
1996: The Guggenheim archives the “Linda Kissing Linda” image, which it says references the epitome of androgyny.
1999: Laspata DeCaro wins the Estée Lauder and Revlon accounts.
2000: The agency is awarded the Harry Winston account. The partners enlist Carolyn Murphy wearing diamonds with a white shirt and jeans to drive home the point of accessible luxury.
2001: The team signs Blackglama and revives its famous “What Becomes a Legend Most?” campaign.
2003: The duo photographs Julia Roberts for the cover of Serge Normant’s “Metamorphosis.” On the experience, Roberts tells WWD: “One of my closest friends, Serge Normant, had asked me to do a shoot for his new book ‘Metamorphosis’ and wanted Rocco and Charles to shoot the pictures. Serge worked with them for years so I came that day trusting it would be a great day. I wasn’t disappointed. Rocco and Charles were so sweet and the pictures turned out beautiful.”
2003: Laspata DeCaro wins the Maidenform account and gives a modern spin to the brand’s iconic “Dream” campaign.
2004: The company moves into new offices in The Milk Building at 450 West 15th Street, and is retained by the Americana Manhasset. It would begin shooting themed look books for the luxury center.
2011: Laspata DeCaro signs with Victorinox Swiss Army. It also begins to curate images for a retrospective photo exhibition of key campaign images, as well as personal photography, to be held at Milk Gallery some time in 2013.
2012: The agency marks its 25th anniversary.