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Miroma Group's Way To Blue launches We Are Raven fashion agency

August 16, 2019 | 3 min read

Way To Blue, the global communications agency and part of the Miroma Group, sets its sights on the worlds of fashion and beauty as it hires Yasmin Eady and Sophie Jewes – formerly senior management at Starworks London – to set up a new agency offering.

The new offering follows hot off the heels from the acquisition of Way To Blue completed by the Miroma Group in in November 2018.

Bolstering Way To Blue’s retail portfolio, which includes the likes of Amazon, Expedia and Hamleys, the new offering will operate under the name We Are Raven (‘Raven’), which will become the fashion arm of Way To Blue. Raven will bring complementary clients into the group including Selfridges, Mulberry and The British Fashion Council, as well as a progressive line-up of independent and emerging ready-to-wear labels.

Co-founders Eady and Jewes will be responsible for building the agency’s business as they introduce fashion, talent marketing and casting to Way To Blue’s burgeoning sector expertise. Raven is already set to deliver a robust programme of London Fashion Week activity and is proudly driving the global communications and talent strategy for The Fashion Awards at the end of the year.

Yasmin Eady, managing director of We Are Raven, brings a wealth of experience in Entertainment Marketing across the fashion community. Credited with some of the industry’s most celebrated and innovative talent strategies, she has overseen campaign casting, event delivery and partnerships for an impressive portfolio of brands and designers.

Sophie Jewes, We Are Raven’s brand director, brings to the agency authentic relationships with the world’s leading editors, fashion creatives and image-makers. Alongside her long-standing representation of luxury brands and retailers, Jewes has established an industry reputation for uniquely protecting and advancing young talent.

Raven will expand Way To Blue’s talent management services, enabling the 120-plus international network to extend and cross-sell new sector services, broaden its client portfolio globally and expand its brand partnerships offering.

Way To Blue CEO, Adam Rubins, said: “With the ongoing support from our new owners, the Miroma Group, combined with expertise and infrastructure across the world, we are ever-evolving our offering and broadening our sector focus. We understood straight away Yasmin and Sophie are a perfect fit to bring our integrated offering to the fashion community. We are looking forward to working with We Are Raven and hope to lean on their communications and brand partnerships experience which will drive further value amongst our global client base. We are delighted to have them on board.”

We Are Raven will be based at the Miroma Group’s London HQ with Way To Blue.


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Way To Blue

We are Way To Blue, an award-winning global integrated communications agency working with consumer, lifestyle and entertainment brands.

We develop digital-led,...

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Miroma Group

The Miroma Group is a communications collective offering data-driven ideation, creation and distribution services. Established in 2002, challenger thinking, creativity...

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