Keith Baptista

"If MADE had an HR department, we'd all be fired or sued."

KCD, arguably the most powerful fashion public relations firm in New York, has set up a digital shop. Much like competitors PR Consulting and Starworks, KCD will now have a dedicated digital team, lead by digital director Danielle McGrory, formerly a marketing manager at Intermix. McGrory will report to agency vets Keith Baptista and Rachna Shah, who will serve as managing directors of the new division. (They'll also continue in their roles of senior vice president of production and senior vice president of public relations for the entire firm.) Why set up a separate digital division? For one, it's a different service at most PR firms. A client can buy traditional PR, but now they have to pay extra for digital PR. It makes sense, given the additional work it takes to manage a brand's online presence, including a Facebook page, Twitter account, etc. Instead of hiring two firms to do the PR--one traditional, one digital--a brand can now go to KCD and have them do it all. (Not that they weren't embracing digital before: From a blogger's perspective, KCD has always been respectful and encouraging of online coverage. And it's been greatly appreciated by all of us.)

n two short years, Milk Studios has become the place to show at New York Fashion Week. While Lincoln Center's got the grandeur, Milk's got the cool factor. But who's responsible for its success? Of course there's Mazdack Rassi, creative director of Milk Studios and the unofficial face of MAC&Milk. But who else works behind the scenes? We've highlighted four major players who make MAC&Milk happen.