Rolls-Royce, Moët Hennessy, Mytheresa execs to speak at Luxury PR Summit

June 30, 2025

Rolls-Royce Motor Cars has mastered the art of luxury PR and experiences, with every interaction with external and internal audiences on-brand with the long-term view. Seen here: Rolls-Royce Black Badge Ghost Series II. Image credit: Rolls-Royce Motor Cars

By Mickey Alam Khan

Please click or tap here to register for Luxury Roundtable’s Luxury PR & Brand Communications Summit 2025 in New York on Wednesday, July 23

A Luxury Roundtable production supported by Luxboro

This is arguably the first executive summit focused exclusively on luxury PR and brand/marketing communications

Why attend PR and brand communications professionals in luxury have had to step up like never before. The global luxury business is under unprecedented pressure from ongoing geopolitical events such as wars in Ukraine and West Asia, weak Chinese consumer demand and U.S.-led tariffs that threaten to impact sales of luxury goods and services. Add to that evolving attitudes among younger millennials and Gen Z towards consumption of luxury products, a general spending shift to experiences and growing skepticism voiced online over country-of-origin claims and repeated price hikes.

It is no wonder that people in charge of public relations and marketing communications in-house or at agencies have had to work overtime to balance the perception, reality and reputation of luxury brands. Advertising launches, but PR sustains: that old saw has never been truer. At stake is the long-term trust in the promise of luxury brands and the values they espouse.

Focus Luxury Roundtable's Luxury PR & Brand Communications Summit on Wednesday, July 23 is focused on the new face of luxury PR and brand communications. Topics covered include the state of luxury PR and brand communications, fireside chats with the North America PR and communications bosses for Rolls-Royce Motor Cars, Moët Hennessy and Mytheresa, case study on Brunello Cucinelli and how AI can go beyond automating marketing to building immunity to crises.

Also under discussion are PR 3.0's embrace of brand collabs and partnerships, branded content, influencer marketing programs, experiential events, social media maintenance and outreach, and even search engine optimization as well as interaction with editors and reporters on how to better work with them, legal safeguards for influencer marketing and how to build and sustain a valued luxury brand with strategic PR.

Venue UBS, 11 Madison Avenue, 10^th Floor, 10 West Great Hall, New York, NY 10010 (24th Street entrance)

Partner Gramercy Wealth Management Group, UBS

Sponsorship queries events@napean.com

BONUS All attendees will visit an exquisite luxury property on Tuesday, July 22 at 4:30 p.m. for a pre-event networking cocktail reception that reflects the values of true quality and excellence in location, materials, marketing and PR. The venue will soon be disclosed, but save the time and date so you can fly in earlier on the day prior to the Wednesday, July 23 conference.

Please click or tap here to register for Luxury Roundtable’s Luxury PR & Brand Communications Summit 2025 in New York on Wednesday, July 23

AGENDA

8:00 am

Breakfast and Registration

Tank up on nourishment, coffee and water for a day of extensive learning and networking. Get a jump on the day by networking early with fellow delegates and speakers

8:15 am

Welcome: Authentic Storytelling at the Center of PR 3.0

Why authenticity, reputation and consumer trust matter even more in the current economic climate as PR and brand communications morph into a more critical component of luxury marketing and retail.

Mickey ALAM KHAN, CEO, Luxury Roundtable and Luxboro

Eric P. Berger, senior vice president of wealth management, Gramercy Wealth Management, UBS Financial Services

8:30 am

State of Luxury PR and Brand Communications

PANEL

How are professionals and firms in charge of public relations and brand communications to external and internal audiences coping with unprecedented pressures in the luxury business? Is PR picking up the slack for other marketing initiatives to drive and maintain consistent customer desire for luxury products and services? Is it more strategic counsel versus media relations? What initiatives are working for distinct luxury sectors and geographical markets? What does the future of luxury PR and brand communications look like?

Florence Quinn, president, Quinn PR

Monica Elias, CEO and executive producer, Elias World Media

Jack Wagner, director of communications and PR, The Corcoran Group

In Conversation with Mickey ALAM KHAN, CEO, Luxury Roundtable and Luxboro

9:00 am
LVMH's Moët Hennessy USA: The Art of Luxury PR and Experiences

FIRESIDE CHAT

What is the art of luxury PR and brand communications that differentiates itself from the mainstream? What role do experiential partnerships with likeminded brands play in introducing them to complementary audiences while growing awareness? Why does the PR role now include brand experiences?

Yunice J. Emir, head of corporate communications and experiential partnerships, LVMH's Moët Hennessy USA

In Conversation with Mickey ALAM KHAN, CEO, Luxury Roundtable and Luxboro

9:15 am

Rolls-Royce Motor Cars: How the World's Most Exclusive Luxury Brand Runs PR and Communications

FIRESIDE CHAT

Rolls-Royce Motor Cars continues to raise the bar for true luxury standards. It follows all key tenets of real luxury: limited production, high quality product with exquisite materials, impeccable customer service, finely crafted experiences to engender loyalty, memorable storytelling and authentic communication through the line. How does the head of communications for the British carmaker's largest market help maintain the brand integrity, messaging and image with its ultra-discerning audience and other constituencies?

Gerry Spahn, head of communications – Americas, Rolls-Royce Motor Cars

In Conversation with Mickey ALAM KHAN, CEO, Luxury Roundtable and Luxboro

9:50 am

How Brunello Cucinelli Maintains High Customer Trust in an Era of Challenged Credibility

PRESENTATION

An era of increasing consumer skepticism requires continuous improvement to foster a culture of trust and credibility, which is essential for long-term individual, employee, team and organizational success. How does Italian luxury fashion giant Brunello Cucinelli leverage trust-building strategies to enhance customer experiences, leading to higher customer satisfaction and loyalty? What steps does the luxury brand take to impact employee engagement, customer loyalty, and organizational culture and performance?

Milton Pedraza, CEO, Luxury Institute

10:30 am

Networking Break

Mingle and network with fellow delegates and speakers, grab a coffee, stretch your legs.

11:00 am

Building Immunity to Crises: How AI Can be Used to Complement Human Judgment

PRESENTATION

Most discussions around AI currently center on the technology's use in a tactical context, be it communications, marketing messaging and development of creative materials. But AI, including the generative sort, is best used in analyzing changing consumer sentiment. How can AI serve as an early-warning system by bringing disparate data sources together to identify emerging crises?

Jon Goldberg, founder and chief reputation architect, Reputation Architects

11:40 am

Legally Speaking: Social Media Influencer and Brand Protection Issues

PRESENTATION

As brands rely extensively on social media influencers to reach audiences in addition to channels such as email, advertising across media formats and PR, what should they safeguard against? How to protect the brand when it has allied its reputation alongside influencers whose followings often are larger than company- and media-owned email or social databases? How to ensure that potential scandals don't besmirch the brand?

Andrew B. Lustigman, partner, Olshan Frome Wolosky

Mary Grieco, partner, Olshan Frome Wolosky

Noon

UBS: Decoding the Current Era of Billionaire Wealth

PRESENTATION

Since 2015, the number of billionaires has risen by more than half and their combined wealth has more than doubled to $14 trillion. But this increase in wealth has leveled off since 2020, notably as conditions have forced China’s billionaire entrepreneurs to retrench. Also, billionaires have been moving domicile since the COVID-19 pandemic and they increasingly want their wealth to have a positive impact on the world. From a demographic point of view, billionaires’ families are growing, potentially leading to a major upsurge in inheritance and charitable giving among this group of people. How to communicate to them?

Brian W. Formento, managing director for family office solutions, UBS Financial Services

12:30 pm

Sponsored Networking Lunch

Break for lunch, network with fellow delegates and speakers, stretch your legs, catch up on emails and texts.

1:15 pm

Beyond Media Relations: PR 3.0 in a Two-Way Dialogue Environment

PANEL

PR agencies and internal roles within companies – chief communications officer, for example – now perform tasks beyond simple reporter outreach and media relations. Often, their roles overlap with CMOs at companies. Their bailiwick encompasses putting together partnerships and brand collaborations, branded content, influencer marketing programs, experiential events, social media maintenance and outreach, and even search engine optimization. What will PR 3.0 look like for the next-generation brand and corporate communications as well as internal employee outreach?

Robin Dolch, president, Hundred Stories

Mack (Erin) McKelvey, founder/CEO, SalientMG

In Conversation with Stacy Berns, founder/owner, Berns Communications Group

1:50 pm
Mytheresa: How Well-Calibrated PR Supports a Leading Global Luxury Retailer

FIRESIDE CHAT

Mytheresa is one of the most successful online luxury retail platforms worldwide. Its adherence to a tightly curated selection of 250 brands on its site as well as ease of shopping and shipping have contributed to growing sales and profitability. A large part of the consumer acceptance, however, can be attributed to careful public relations and communications, especially in the key North American market comprising the United States and Canada – countries entered only in recent years. How does PR support and engage key audiences in this effort?

Aaron Alexander, vice president of public relations and communications for North America, Mytheresa

In Conversation with Mickey ALAM KHAN, CEO, Luxury Roundtable and Luxboro

2:15 pm

Editor's Note: What You've Always Wanted to Ask Journalists

PANEL

Your chance to ask seasoned editors and journalists how to build long-lasting relationships centered on trust. Discuss topics such as getting clients published as standalone stories or within features, the ideal press release, exclusives, image management, videos, TV appearances, webinars and podcasts, event coverage and coffee with the editor or reporter. Ask away – no question is taboo.

Jacqueline Gifford, editor in chief, Travel + Leisure

In Conversation with Monica Elias, CEO and executive producer, Elias World Media

2:45 pm

How to Build, Elevate and Sustain a Valued Luxury Brand through Strategic PR

PANEL

While advertising is key to reinforcing the image of a luxury brand in printed and digital media, PR is relied on to sustain the brand's trajectory. What best-practice tips can help build and elevate luxury brands across sectors including fashion and leather goods, real estate, interior design, home furnishings, beauty, cars, jets and yachts, wines and spirits, travel and hospitality, retail, art, watches and jewelry? How can strategic PR thinking and deployment engender consumer loyalty and word of mouth?

Stephen Larkin, chief communications officer, Douglas Elliman Real Estate

Shamin Abas, president, Shamin Abas

In Conversation with Mickey ALAM KHAN, CEO, Luxury Roundtable and Luxboro

3:30 pm

Closing Remarks: The Road Ahead for Luxury PR Professionals

What delegates must do next in the 30-, 60- and 90-day context to deploy smarter PR and brand communications strategy, tactics, execution and measurement.

Mickey ALAM KHAN, CEO, Luxury Roundtable and Luxboro

Please click or tap here to register for Luxury Roundtable’s Luxury PR & Brand Communications Summit 2025 in New York on Wednesday, July 23

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