Saving the Luxury Brand

Deborah Scarpa believes in the power of the brand. She preaches it with gusto. She sells it with passion. And she backs her words with action. During the past year, when other advertising agencies were either cutting their staffs or closing, Scarpa, founder and president of DJS Advertising & Marketing, a Miami-based firm specializing in luxury markets, went on a hiring blitz. "And I'm still down staff," she says. During the past year, when luxury goods retailers, designers, and manufacturers were cutting their advertising and marketing budgets, Scarpa launched a multimedia advertising and marketing campaign—not for her clients, but to promote the new DJS: "The Global Branding Advertising Agency." "My time." Scarpa has always thought big. In 1984, Irving Getz, founder and president of Mayors Jewelers, hired Scarpa as marketing director. Scarpa credits him with teaching her the

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