Elliman marketing chief Nicole Oge leaves firm after two-year branding blitz

Exec oversaw major marketing overhaul at NYC's largest resi firm

New York /
May.May 19, 2016 07:34 PM

Nicole Oge, who spearheaded Douglas Elliman’s all-out marketing blitz and quickly became one of the most influential voices at the city’s largest residential brokerage, has left the firm. The circumstances surrounding her departure remain unclear.

“Nicole Oge has resigned, effective immediately, to pursue other endeavors, including an initial focus on her long-time passion for philanthropy,” said a spokesperson for Elliman. “Nicole was a talented and creative force at the firm and we wish her success.”

Oge joined Elliman from Town Residential in 2014, taking over some of the duties formerly performed by Camilla Papale, who left the prior year. Her mandate, however, became far more ambitious than her predecessor’s thanks to Elliman’s big marketing push as it expanded into other markets, including Aspen and Los Angeles.

She was behind an effort to transform Elliman into a lifestyle brand: During her tenure, she oversaw the publication of glossy magazines with articles penned by Vanity Fair writers, sponsored see-and-be-seen events and partnered with Knight Frank, a global property consultancy.

Lorber threw the full weight of Elliman parent Vector Group behind Oge, spending tens of millions of dollars on her marketing initiatives.

“Our marketing budget has gone up substantially and that was also done to support our new development group and also our new markets we have opened in L.A. and Aspen,” Lorber said during Vector’s fourth-quarter earnings, explaining a drop in EBITA (earnings before interest, tax and amortization). “We invested for future substantial growth.”

More recently, there have been signs that the company was pulling back. On Thursday, The Real Deal reported that the firm was shuttering “Elevate,” the magazine Oge launched at Art Basel in December 2014.

Oge told TRD in January that rebranding Elliman was not an easy task.

“In hindsight, it was easier to build something from scratch,” she said, referring to Town Residential, which launched the year before she came on. “It’s like new construction. You can do it quickly and build what you want. An older company like Douglas Elliman is more like the Plaza. It’s historic, it’s irreplaceable, but it comes with a lot of history and a certain way of doing things.”

At Town, where she worked between 2011 and 2014, Oge helped establish the firm’s upscale vibe and was behind the much-acclaimed “Look up” campaign, which encouraged New Yorkers to notice the city around them.


Related Articles

arrow_forward_ios
John Giannone and Jac Credaroli (Credit: iStock)
Two Elliman agents launch platform to provide renters, buyers and sellers up to $50K in unsecured loans
Two Elliman agents launch platform to provide renters, buyers and sellers up to $50K in unsecured loans
Jacob Sudhoff and Scott Durkin (Credit: Sudhoff Companies, Emily Assiran, iStock)
Douglas Elliman is coming to Texas
Douglas Elliman is coming to Texas
Douglas Elliman chairman Howard Lorber (Credit: Getty Images and iStock)
Elliman’s revenue rose 18%, after sales frenzy to avoid New York’s new transfer tax
Elliman’s revenue rose 18%, after sales frenzy to avoid New York’s new transfer tax
(Getty)
Hamptons home prices dip, but North Fork’s hit another record
Hamptons home prices dip, but North Fork’s hit another record
160 Imlay Street and Living New York's Devin Someck with Fredrik Eklund and John Gomes
Living New York bumps Eklund-Gomes off Red Hook project
Living New York bumps Eklund-Gomes off Red Hook project
Douglas Elliman's Todd Bourgard (Douglas Elliman, Getty)
Elliman taps new head of Long Island
Elliman taps new head of Long Island
200 East 83rd Street, Alexa Lambert, Alison Black, Shelton Smith
Naftali’s 200 East 83rd Street tops Thursday’s 10 priciest resi sales
Naftali’s 200 East 83rd Street tops Thursday’s 10 priciest resi sales
Tal and Oren Alexander,  Tyrone McKillen (Side, Getty, Pulse Development Group)
Alexanders tap top Compass agent for LA expansion
Alexanders tap top Compass agent for LA expansion
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...