Project Description


SEC Newgate was appointed in 2018 as the exclusive PR agency in the Middle East for the Max Mara Group brands; Max Mara, Weekend Max Mara, Sportmax and Marina Rinaldi. Appointed 2018 – to present date.


General Press office activities include securing exclusive features and updating press on collections and capsules, coordinating samples for photoshoots, communicating celebrity endorsements and social media activities with Influencers.


Results for recent projects include:

  • Max Mara flagship boutique opening 2018, The Dubai Mall. Arranging 17 TV, online and print interviews with the Maramotti family and Halima Aden (the face of the project). Exclusive cover photoshoot with Elle magazine and online video with Halima Aden wearing exclusive Middle East capsule collection. 6 social media campaigns with regional Influencers. Instore event with 250 VIP’s, press and Influencers. The Campaign produced an AVE of USD $2.5 million.
  • Milan Fashion Week 2019. Coordinating 20 key regional celebrities, Influencers and press to attend the Max Mara and Sportmax shows. Scheduling 10-15 interviews with the design teams. Organising 15 showroom appointments. The activity resulted in an AVE of around USD 3 million.
  • Marina Rinaldi Store Opening 2019, Dubai Mall. The SEC Newgate team coordinated three photoshoots, interviews and videos with Ashley Graham (designer and model for Marina Rinaldi ), Harpers Bazaar Arabia (10 pages), Emirates Woman (cover and 7 pages) and Mojeh (6 pages). Completed 22 Radio, TV, online and print interviews with capsule collection designer, Fausto Puglisi and Ashley Graham. ‘In conversation with Ashley Graham and Mona Kattan’ inviting press and influencers to enjoy the a discussion surrounding body issues and Marina Rinaldi. Instore event with 250 VIP’s, press and Influencers. Plus an additional customer event in collaboration with Hia magazine The communications activity produced an AVE of USD 3.6 million.