Roxy Jacenko halves Sweaty Betty client base to focus on blogging
Roxy Jacenko has dropped half of her clients from her firm Sweaty Betty PR to focus on her blogger talent agency and her family.
Jacenko, who is eight months pregnant, said the 40 clients dropped from Sweaty Betty will be replaced by bloggers working with Ministry of Talent, which include her two-year-old daughter Pixie Curtis, whose Instagram feed carries a $200 pricetag for advertisers looking for product placement.
More high profile bloggers on her books include beauty blogger Max May, fashion blogger duo They All Hate Us and 2013 Big Brother housemate Tully Smyth, a former social media strategist at DDB Sydney.
Sweaty Betty represents brands including Puma, Coles, Big W, Lee Cooper and Levi’s according to its website. Jacenko declined to say which clients she had dropped, and which had been retained. Jacenko told Mumbrella she wanted to spread her time between Sweaty Betty, which she established ten years ago, and the new agency, which she said is “growing exponentially”.
Roxy certainly makes the Australian PR environment more entertaining. Be interesting to hear what the dropped clients have to say.
Perhaps the clients have finally worked out that they need a bit more from their agency than simply sending out free clothing to celebrities?
Does this mean she’s turning the bloggers into mini celebs?