Founded in 2016 by Clara Jeon and Kenneth Loo, communications firm Chapter 2 was born out of the idea that to really support talented young creatives and drive growth in promising brands, you have to rewrite the rules. You need an interdisciplinary, multi-layered approach to services that maximize impact and efficiency, and strategy that’s tailored for each unique client. As an agency, we are relentless in our search to do things better; to be better. Be better - that’s the central ethos of our company.
Build a better business model, be better partners to our clients, be better supervisors to our employees, be better employees for each other, and be better at doing the things we love – that means being smarter, faster, and more dedicated than anyone else. We take on the challenge of pioneering innovative solutions and figuring out what can be done better, fostering a whole new era of creativity, collaboration, and talent within these industries. We give our clients the structure and framework to succeed while never following any kind of status quo or formula.
Chapter 2 has offices in NYC and LA, with a track record and client roster that includes working with thought leaders and innovators across fashion, cannabis, contemporary art, sustainability, and social impact. Our clients have always represented a new wave of talent who are changing and challenging their industries, and our focus is to be there as their partner, growth driver, and support system through every stage.
COMMUNICATIONS STRATEGY + PRESS OUTREACH
develop brand narrative + storytelling
build and deliver communications plan
(to work cohesively with marketing strategy)
media pitching
press releases + distribution strategy
crisis management
MARKETING STRATEGY + BRAND DEVELOPMENT
developing brand purpose + positioning
build and deliver marketing strategy and timelines
concepting and developing meaningful marketing campaigns and
initiatives
developing specific marketing KPIs for each client
partnerships outreach and project management
CREATIVE CONSULTING + BRAND DEVELOPMENT
concepting brand image and creative direction
produce creative campaigns + shoots
development of assets library, look books, line sheets, and
additional brand materials
SEEDING + VIP OUTREACH
develop and deliver campaign concepts
develop and finalize target lists
paid partnerships & campaigns
organic product seeding
execute outreach & coordinate orders
EVENTS + SHOWS
develop show & events concepts
media & industry events (press days, press dinners, etc)
fashion shows
art/gallery shows
influencer and VIP events
retail & consumer events
full production & on-site staffing
PARTNERSHIP & SPONSORSHIP OUTREACH & PROJECT MANAGEMENT
develop partnership strategy and target list
develop pitch concept and materials
negotiate partnership + collaboration deals; finalize with all
necessary in-house and legal teams
project manage partnership + collaboration launches and special projects
PRESS
The Plug: Why Lebron, Nike, Adidas, RAW, Levi’s, G-Eazy And Steve Aoki Pick This Publicist For Cannabis, Fashion
In slang, there’s a way to define a person who’s very well connected and willing to share valuable contacts within their network. This person is referred to as “the plug.” And Kenneth Delio Loo, CEO and co-founder of communications and public relations agency Chapter 2, is certainly one of these individuals.
BY: JAVIER HASSE
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PRESS
FASHIONISTA: "NEW YORK AGENCY CHAPTER 2 WANTS TO REWRITE FASHION PR RULES"
Founded six months ago, the full-service PR, marketing and branding firm prioritizes loyalty and the creative process of its clients — young, emerging designers.
BY: CHANTAL FERNANDEZ
Business of FashioN: "A New Generation of Fashion PRs Steps Out"
Chapter:2 was named as one of three agencies as the "Next Generation of Fashion PR" by Business of Fashion
A number of mid- and senior-level publicists trained at traditional PR agencies are launching small consultancies promising a more individualised and holistic approach. What are the results?
BY: CHANTAL FERNANDEZ
GLOSSY: "Chapter 2 agency is widening the scope of fashion PR for young designers"
In PR, a longheld belief has been that more press is the best solution.
But as the traditional fashion PR model is forced to evolve alongside the larger industry, Chapter 2, an agency founded by Clara Jeon and Kenneth Loo in 2015, is trying to evolve that idea, offering marketing, e-commerce and consultancy services to a coterie of young designers who require more than just product placement.
BY: JESSICA SCHIFFER