Behind the Scenes...
FRESH OFF A SHOOT WITH LEGENDARY PHOTOGRAPHER VICTOR SKREBNESKI,
PADULO PRIVÉ CEO JOE PADULO SAT DOWN WITH ELITE TRAVELER MAGAZINE TO DISCUSS WHAT MAKES HIS JEWELRY-CENTRIC ADVERTISING AGENCY THRIVE.
“The difference is specialization,” said Padulo, a veteran marketing strategist and creative director with an A-list client roster including Fine Jewelry manufacturers, purveyors of South Sea pearls, high-end retailers, and international diamentaires. “Over the last four decades, from the days of boutique agencies to mega-shops and back again, one thing has remained constant for us: Jewelry is our business, our only business. Our clients appreciate our laser focus on and our passion for the world’s finest jewelry.”
BUT IT WASN’T ALWAYS EXACTLY SO…
Padulo started out in the ‘60s as a musician and recording artist in his native Canada,
and soon became Musical Creative Director for Eaton’s, Canada’s largest fashion department store chain. Managing TV, radio and fashion show production, he added the May Company and Robinsons, California, Godchaux’s New Orleans, and Hudson Bay, Canada, to his list of high-fashion clients.
“Along the way we produced red carpet extravaganzas for Givenchy, Yves St. Laurent, Kenzo, Daniel Hechter, and more, in New York, Paris, Milan, London, Hong Kong, Montreal and Toronto,” said Padulo.
“Those were heady days.”
Assignments for Gloria Vanderbilt, Inc., Hang Ten Sportswear and American Ultra Mink followed, with multi-million ad budgets and millions in billing.
SMALL, SMART AND STRATEGIC
In the mid-‘80s, after being introduced to jewelers Oscar Heyman in New York, and Sumner and Barbara Dorfman in Boston, Padulo began to streamline the agency’s focus to smaller, more elite accounts. Padulo found himself re-engineering his company to concentrate on luxury brand marketing, specifically for small to medium sized jewelry brands of $5 million to $100 million.
“Working in the trenches with top designers, plus years of international travel, exposed us to the best of the best. What the industry leaders and small independents required was specialization, the ability to translate trends into classic yet glamorous advertising programs that produced results,” Padulo concluded.