MWW Group And KWL Management Launch MWW Entertainment
MWW Group Forms Joint Venture with Kevin Liles, Founder and CEO of KWL Management and Former President of Def Jam and Executive Vice President of Warner Music Group
MWW Entertainment Will Help Brands Enhance Cultural Relevance Through Entertainment, PR, Digital Marketing and Celebrity Talent Integration
NEW YORK, May 8, 2012 – MWW Group (www.mww.com), one of the top-ten global independent public relations firms, announced it has teamed with iconic entertainment executive Kevin Liles, founder and CEO of KWL Management, former president of Def Jam Music Group and executive vice president of Warner Music Group to launch MWW Entertainment. MWW Entertainment will leverage the combined expertise of MWW Group and KWL Management in strategic communications to create the public relations industry’s leading entertainment team.
MWW Entertainment will operate as a strategic practice area within MWW Group. Established in recognition of shifts in the cultural resonance of entertainers, pop culture personalities, and celebrities, the practice will specialize in helping clients enhance cultural relevance, integrate talent into programming and leverage tastemakers to drive business objectives. The practice will also provide specialized services in entertainment, sports and fashion publicity, as well as multicultural and youth marketing. MWW Entertainment will benefit from MWW Group’s category expertise in consumer lifestyle marketing, digital marketing and social media, philanthropic and cause marketing development and strategic brand positioning.
Clients of MWW Entertainment vary from established brands to younger companies, a model captured by two of the practice’s earliest clients, AARP Foundation, the venerable philanthropic arm of AARP, and Tosy, a leading Vietnamese toy and robotics manufacturer. Notably, in the case of Tosy, MWW Entertainment helped arrange and promote a widely reported upon appearance by Justin Bieber at their booth during the Consumer Electronics Show in Las Vegas in January 2012.
“Digital mediums have transformed the media and entertainment industries, presenting new opportunities for brands to connect with customers and establishing pathways for fans to engage like never before. This three-way dialogue enables brands to build the relevance and trust needed to motivate action by consumers,” said Michael W. Kempner, president and CEO of MWW Group. “No one understands how to leverage the current entertainment environment to enhance brand relevance better than Kevin Liles. Kevin’s deep industry knowledge of the multicultural youth marketplace and extensive personal network will enable MWW Entertainment to connect our clients with celebrity talent that establishes credibility and builds brand equity with their stakeholders.”
“To establish and build cultural resonance, the mandate for brands and content providers to be proactive has never been greater. Consumers have a growing expectation of engagement from both brands and celebrities, creating a perfect storm for organizations to leverage talent to take their brand to the next level,” said Liles. “Through MWW Entertainment, we’re fusing KWL’s knowledge and vision for the future of culture with MWW’s best-practice public relations. This combination helps our clients matter more to their stakeholders and create programs that directly impact the bottom line. Through content creation, consumption and communications, we will offer a product that speaks to the ever-changing needs of the marketplace.”
Drawing from Liles’ extensive personal relationships and deep industry expertise, MWW Entertainment will apply MWW’s unique “Network PR” approach to activate all influencers within a client’s network. Services include:
- Brand and Talent Management
- Talent Acquisition and Branding
- Entertainment, Sports and Fashion Publicity
- Strategic Marketing and Public Relations
- Digital and Social Media Consultancy
- Philanthropic and Cause Marketing Development
- Entertainment, Multicultural and Youth Culture Expertise
- Brand Positioning and Messaging
About Kevin Liles
One the most influential forces in the entertainment industry, Kevin Liles, founder and CEO of KWL Management has served as Executive Vice President of Warner Music Group and President and CEO of Def Jam, where he helped shape the careers of stars such as Jay-Z, Kanye, LL Cool J and Ludacris, to name a few. In 2009, Liles founded talent management company KWL Management and personally manages global superstars in music, sports, and entertainment, including Grammy-winners, D’Angelo, Estelle and Nelly; Grammy-nominated performer Trey Songz; hip-hop stars Big Sean and Young Jeezy; Victoria Secret supermodel and spokesperson Selita Ebanks and Nascar K&N driver Darrell Wallace, Jr. Liles is the author of the bestselling book “Make It Happen: the Hip Hop Guide to Success” and oversees both Kevin Liles for a Better Baltimore, which invests in the Baltimore community, and the Make It Happen Foundation, which empowers multicultural youth to succeed in the business world.
About KWL Management
Founded in 2009, KWL Management is a holistic talent management and brand development firm helping individuals, companies, and organizations reach their potential in a rapidly changing, interconnected world. Utilizing the vision, experience, and network of company founder, Kevin Liles, former President of Def Jam and Executive Vice President at Warner Music Group, KWL provides resources and expertise, leading the diversification and expansion of career and brand horizons.
A purposely limited talent roster allows Liles to maintain a personal, direct involvement in the business and activity of all clients, many of whom are already internationally-recognized, award-winning entertainers, artists, and hosts. Current talent signed with KWL includes (in alphabetical order) Big Sean, Chrisette Michele, D’Angelo, Darrell Wallace, Jr., Estelle, Nelly, Raheem DeVaughn, Selita Ebanks, Shawn Chrys, Terrence J, Trey Songz, and Young Jeezy.
About MWW Group
MWW Group is one of the nation’s top mid-sized public relations firms and one of the ten largest independent global agencies. The company is industry-recognized for its work in consumer lifestyle marketing, digital marketing and social media, corporate communications, public affairs and government relations, consumer technology, healthcare and visual branding.
Through its “Network PR” approach, MWW Group helps its clients re-architect the conversation surrounding their brands to increase trust and relevance and drive action among key stakeholders. Among its numerous awards for client work, the agency has been recognized as 2011 “Midsize Agency of the Year” and 2010 “Strategic PR Agency of the Year” by the Holmes Report and has received accolades from PR News for “Team of the Year,” “Digital Firm of the Year” and “Top Places to Work in PR.”