THE NEXT CHAPTER: After nearly 20 years, Think PR is taking some of its own advice and is re-branding with a new name and an aesthetic overhaul.

The New York-based boutique agency is now known as Sequel. The company’s principals, Elaine Drebot-Hutchins and Tracey Manner, remain at the helm and will continue to deal with clients in the fashion, hospitality, beauty and wellness sectors. Manner said, “We build other people’s brands all the time but this was the first time we asked, ‘Who are we? What do we stand for and what do we want to do?’”

After vetting 30 companies, the pair decided on House of Layers to work on the re-branding, primarily because its founder Singer Matthews grasped what they were after. In addition to the branding, digital channels and web site reboot and new services, they reimagined the New York office and showroom with modern pieces and interiors reflective of Sequel’s color palette of black, white, slate gray, emerald and copper. And Sequel’s Los Angeles has relocated to a new neighborhood. After pulling up stakes from a corporate-type set-up in Beverly Hills, they moved the West Coast outpost to 3,800 square feet of space in a Beverly Grove house. The more relaxed atmosphere and indoor and outdoor options have been inviting to stylists, including a few who have used it for birthday parties and baby showers, Manner said.

Founded in 2001 by Claudine DeSola and Reshma Patel, Think PR experienced a few changes of the guard. As time went by, DeSola exited first and now runs her own company, Caravan Stylist Studio. In 2014 Patel departed to open Quiet Storms, a jewelry boutique in Brooklyn. Think employees Drebot-Hutchins and Manner picked up the baton and continue to steer the company. Among the services that are offered are media relations, celebrity influencer and engagement, digital strategy, marketing, immersive events, talent procurement and strategic partnerships. Sequel’s current clients include W Hotels Worldwide, Free People, Missoma, Century 21 Department Stores and BoxyCharm.

Handling content affiliate marketing and even some traditional media buying are some of the other services that Sequel offers.

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