KARLA OTTO

The Super Bowl isn’t just a game – it’s a cultural and commercial phenomenon. This year’s showdown at the Caesars Superdome in New Orleans, featuring the Philadelphia Eagles and Kansas City Chiefs, drew a record-breaking 152.4 million viewers, according to AdImpact. More than ever, the event transcends sports, drawing the world’s leading brands and showcasing era-defining musical performances. From Kendrick Lamar and SZA’s headline-grabbing performance to Nike’s big return to the ad lineup and the names who stole the show on social media, we break down the biggest moments in our latest newsletter. Subscribe now and be the first to know key data and insights from key cultural events, brought to you by Karla Otto. 

This season, storytelling took centre stage at Haute Couture Week, weaving deeper narratives than ever before, while its bond with art reached new heights – underscored by a first-of-its-kind fashion exhibition at the Louvre. As a result, Spring 2025 Couture surged by 9% year-over-year, amassing an impressive Earned Media Value (EMV) of $122.4 million, according to data by our partner at The Independents, Lefty.  Meanwhile, a 63% drop in influencer activations highlights a fundamental difference in how audiences engage with Couture versus Ready-to-Wear. Who were the voices that truly amplified the essence of Couture? We reveal all in our newsletter. Subscribe now and be the first to know key fashion week data and exclusive insights from KARLA OTTO. 

Fewer participating brands, less content generated and fewer influencers activated: the Men’s Autumn/Winter 2025 season experienced a significant 31% year-on-year decline, dropping to $139.9 million in Earned Media Value (EMV), according to Lefty data.   However, as established power players stepped back, the stage was set for emerging designers and innovative formats to steal the spotlight. So, what were the moments and strategies that defined this season? We reveal all in our newsletter.    Subscribe now and be the first to know key fashion week data and exclusive insights from KARLA OTTO. 

Commune's Seymour Bath Salts, combining pink Himalayan salt, Hawaiian black lava sea salt and grey sea salt from the coast of Brittany, named The Best Bath Product 2025 by Stylist Magazine.    https://lnkd.in/esivfz4u

Karla Otto is pleased to announce that the agency has been appointed to manage Public relations for international luxury house Balmain. The agency’s remit will include strategic PR relations, VIP & Influencer engagement and Events & Runway shows support, for the European and US markets.

2024 has proven that the digital landscape is evolving rapidly. Compared to 2023, this past year saw a shift in what it means to be a top influencer – today, influencers are blending niche interests with mass appeal, and as a result, their impact across industries has reached new heights: according to our recent luxury consumer survey, conducted for The Independents latest whitepaper, the influence of local influencers is expected to grow by 8.43%pt. by 2027, and the influence of lifestyle influencers on purchase decisions is forecast to increase by 4.56%pt. over the same period. At the forefront of this change is Nara Smith, who, rising on the back of one particular trend, defined her own form of content which infuses high-fashion with homelife, and the allure of aspiration and authenticity. Her meteoric rise has redefined how influencers build and engage audiences, making her the standout of 2024. To see how she achieved this, and to uncover the full landscape of influencer success this year, download our ‘A Year in Data: 2024’ report, compiled in collaboration with our partner, Lefty.

From historic wins at the Fashion Awards to Beyoncé's record-breaking  Christmas Day halftime show, there’s no shortage of cultural milestones that happened over the Holiday period. Some fashion houses enter 2025 with vacancies, while Netflix is storming ahead with a big push into live sports broadcasting. And, the word of the year speaks to widespread content fatigue as the drive to keep up with trends diminishes. As we return from the holidays, KARLA OTTO’s Insights team recaps the key moments you might have missed. Get caught up on all the must-know updates in our January ‘ICYMI’ newsletter. https://lnkd.in/e-y_2Zxd

We are proud to support The Outsiders Perspective's mission to drive positive change and increase representation in the luxury, fashion, beauty and media sectors.   The Outsiders Perspective Accelerator Programme supports your career transition into these industries and is designed for professionals of colour driving innovation and bringing new perspectives.   Applications are now open for the Spring Programme (April/May 2025): https://lnkd.in/gQvhXisn  Deadline: Sunday, 2nd March 2025

What were the moments that defined the marketing and cultural landscape in 2024?   From the buzziest fashion shows and the leading brand strategies across Beauty, Hospitality and Automotive, to the latest influencers to have on your radar, our new KARLA OTTO x Lefty report showcases the top marketing highlights of the year.    Subscribe to our newsletter and be the first to know key insights from events across the global cultural calendar. Download the 'A Year in Data' here: https://lnkd.in/e-y_2Zxd

What are the secrets behind the recent success of the podcast format? As humans, we seek connections with others to form our identities and opinions. Today’s consumer wants to discover new brands through informed dialogues, carefully studying those who inspire them via long-form content. Our luxury consumer survey saw 23.60% of respondents cite podcasts as the form of media driving their brand engagement. And, with an increasing interest in aspirational stories prompting a surge in following of CEOs and Business Personalities, in-depth formats such as podcasts are only set to grow. Read our newsletter for a deep-dive into the format and download our first The Independents Group whitepaper, Luxury’s Great Reset, powered by Karla Otto.