AMANDA KYME

Portrait by Alex Johnson

“The best celebrity endorsements involve a genuine connection and shared values. Authenticity is vital — the right fit is when the celebrity’s personal values genuinely reflect those of the brand.”

Amanda Kyme has spent more than two decades redefining what it means to connect talent and brands on a global scale. From pioneering artist relations at EMI Records to founding her own agency, she has been at the forefront of celebrity PR, shaping red carpets, campaigns, and cultural moments that resonate far beyond the spotlight.

Words by Caoimhe Clements.

Reflecting on memorable moments that captured her vision ‘‘Working with Nicole Kidman for one of the Jimmy Choo Campaigns was a great fun day. I have so many great memories working with Jimmy Choo.’’

Reflecting on her beginnings, Amanda explains: ‘‘My career began in the music industry with EMI Records, where I was given the opportunity to set up the first-ever 'Artist Relations' division. This role was incredibly hands-on; it involved everything from acting as a personal liaison for artists on press tours and managing international talent from the U.S. to handling backstage events, concert ticketing, and even artists' birthdays. It was a bit like being a professional 'babysitter,' the division grew into a huge success, and I absolutely loved it.’’

After a decade at EMI and a few months at Virgin Records in Los Angeles, she returned to the UK, and entered the world of lifestyle and fashion PR. Upon returning to the UK she began working with a PR agency which focused on fashion, lifestyle and travel. 

‘‘I decided to leave and establish my own agency. I have always lived by the mantra that it’s not just what you know but who you know, and there are countless times this has rang true for me.’’ In 2012, Amanda launched her own consultancy, and she specialises in a range of areas including Celebrity Relations, Influencer Marketing and Event Planning.

Photo by Shirlie Kemp

Her instinct for the right fit has often had dramatic results. “When the fit is right, it can have a massive impact on a brand,” she notes. For Monica Vinader, that meant global recognition after HRH The Princess of Wales wore a piece; for Justin Bieber, it meant a gifted bracelet that sold out everywhere after he wore it publicly. “I get so excited by these types of results,” she says, highlighting the tangible power of celebrity influence when rooted in authenticity.

Amanda’s career is built on more than instinct. It’s a commitment to research, strategy, and trust. “The best celebrity endorsements involve a genuine connection and shared values. I always do extensive research to ensure the celebrity has no conflicting endorsements and no controversy surrounding them.”

Looking back on highlights from Jo Malone’s BRIT Awards activations to two decades of dressing Hollywood and British talent for the Oscars and BAFTAs with Jimmy Choo, Kyme remains energised by the work. At the heart of her career lies a simple but powerful philosophy: ‘‘Remaining passionate about what you do is key, and I have always maintained that results are the most effective way to build and sustain a brand's loyalty.’’

This Industry Voice piece is part of The Cinema Issue 15. Purchase your copy here.