Natasha Koifman is the founder and President of NKPR, one of the most well-respected PR and digital agencies in Canada. With a breadth of industry experience in areas that expand fashion, beauty, lifestyle, tech, philanthropy and real estate; and a list of clients that includes Tim Horton’s, Swarovski, and Marcelle Cosmetics, Natasha has spent the past 16 years building an empire that consists of two offices (Toronto and New York) and staff of more than 30 people. We spent the day with her in Bloor Yorkville at the Windsor Arms Hotel learning about her career, passions, series of accomplishments and, of course, her #NKAllBlackEverything style.
On PR, entrepreneurship and building a business:
Natasha comes from a Ukranian Jewish family who immigrated to Canada in the late 70s. This experience left a strong imprint on her as a child. ‘Watching my parents go through that and create a better life for themselves and their family was really inspiring and motivational for me at such a young age’, she says.
Starting her career as a writer in New York, Natasha learned after several years that she didn’t just want to write the stories, but she wanted to be a part of creating the story and crafting the message. She moved back to Toronto, fell in love with PR and after working for several years at a PR agency decided to start her own PR firm. She did this with the hopes of creating a platform for her to combine her two passions: shining a spotlight on stories of substance and supporting causes that are making a difference around the world.
This didn’t come without its challenges. ‘When I launched my own business, I wanted to be seen for my strategic counsel, not my gender, and as a result, had to take different steps before entering a boardroom. While the trend when I started NKPR was to wear brightly coloured pastels, I found that when I wore all black, people took me more seriously. There were no distractions on what I was wearing; the focus was rather on what I was saying. Beyond that, the lesson I learned in wearing all black goes beyond the clothing. It’s about feeling my most confident and authentic self, something that still remains true today and I think is an important learning for any business owner – female or male’, Natasha says.
Her passion for her work is impressive. She believes in hard work, dedication, integrity, and doing the best for her clients. ‘We get the opportunity to develop and share our clients’ stories and ultimately influence how people feel,’ Natasha shares. One of her keys to success, she explains, is to always be authentic. That is clear in the way she runs her business, where she carefully picks and chooses the brands and people that NKPR works with. ‘You can’t have money as your guiding compass. You have to be passionate about your work in order to succeed’, she says. ‘Being authentic and having Integrity has always been really important. You have to be fair to the client and make sure the partnership makes sense from both sides. To this day, 16 years later, with 2 offices, a staff of over thirty people, we still stay true to that. Sometimes we say ‘no’ to clients if it doesn’t feel like the right fit and I think that’s important’.
Authenticity and integrity are two values she always encourages of her clients – whether during a crisis, media interview or social media program. Her clients however, are not only big brands and organizations. For Natasha, people on social media can also be seen as a brand. ‘The moment you are on social media, you are a brand. Whether you do it for a living or not, you are putting yourself out there so people will find and connect with you. So you have to make sure you are putting your best foot forward and that you are always being authentic to yourself. Providing that counsel is and always has been, part of how we work with people and companies’, she states.
On TIFF and celebrity spotting:
Natasha first got involved in the Toronto International Film Festival through one of her agency’s first clients, Visa Canada, where she was managing the company’s film festival programs across Canada.
Working with Visa in this capacity helped Natasha become more familiar with the global and Toronto film industry, ultimately leading to more opportunities, partnerships, and eventually the NKPR IT Lounge – a destination for celebrities, industry leaders, and media during the festival. Then in 2016, eleven years after the launch of the IT Lounge, Natasha took things to the next level by partnering with The Property Brothers, Drew and Jonathan Scott, to create a new experiential destination – the IT House x Producers Ball.
‘We created a space where filmmakers and film enthusiasts could come together to connect, recharge and enjoy one-of-a-kind experiences during the festival,’ Natasha explains. Last year’s IT House included a celebrity portrait studio, industry panels, a gallery exhibition and unique brand activations. One of her favourites was a panel discussion with the executive producer of ‘I, Tonya’ and Suzanne Boyd (Editor-in-chief of ZOOMER Magazine), who spoke about topics like women in film, work-life balance and inspiring women in the industry.
The Toronto International Film Festival takes place in September and fills the city with radiating energy. ‘I always look forward to this time of the year, the festival brings so much energy, excitement and inspiring industry leaders to Toronto, Natasha says. ‘Usually, the Cannes Film Festival gives us a good indication of what films and celebrities we can expect at TIFF. So this year I’m hoping Penelope Cruz and Javier Bardem will come to town, as they just had their movie presented in Cannes. I LOVE them and they are actually one of the first couples that contributed to an organization I am truly passionate about, Artists for Peace and Justice.’
On philanthropy and Artists for Peace and Justice:
Artists for Peace and Justice (APJ), is an organization that encourages peace and social justice and addresses issues of poverty in communities around the world. The organization’s immediate goal is to serve children and their families in the poorest communities in Haiti. Natasha is the Chair of the Board for APJ Canada and on the advisory board in the US. ‘I got involved with APJ before anybody really knew where Haiti was, and frankly before people really cared. But six months later the horrible earthquake hit and suddenly everybody knew where Haiti was’. Following the earthquake, through the efforts of APJ and their partners, the organization’s fundraising increased to 5.5 million dollars – up from fifty thousand raised the year prior. One hundred percent of the funds went back to Haiti and In October 2010, they opened the doors to the first free high school in Port-au-Prince, just months after the quake. Fast forward to present day and Natasha, along with the APJ team, have raised over 30 million dollars and sent almost three thousand children to school.
This year commemorates the organization’s 10th anniversary, which will be celebrated at the annual APJ Gala during the Toronto Film Festival (one of the most star-studded events of the year!). The gala will be held at the Windsor Arms Hotel, a meaningful moment for the members of APJ as it was the location of the first fundraising gala in 2009.
Among the celebrities involved in the organization is Ben Stiller, who is co-chairing this year’s event. ‘I’m always impressed by people like Ben Stiller, who despite being busy with his own schedule, is ALWAYS kind enough to give back. We were in Haiti together a few years ago and he helped build the second wing to our school. It’s always humbling to meet celebrities who give back and genuinely care to make this world a better place’, Natasha shares. Having celebrities like Nicole Kidman, Penelope Cruz, Javier Bardem and Daniel Craig involved is not unusual for Natasha as she is used to seeing some of the world’s most famous actors and actresses. For her, ‘they are just like us – it’s their profession at the end of the day’. Even Brad Pitt who once commented on a ring she was wearing did not make Natasha star struck.
Natasha is a big believer and supporter of education, and it is one of her life’s passions to help children get the education they deserve. ‘Education opens up your mind and world to new possibilities. If we can help people in Haiti to get an education and positively influence them at a young age, then they can help their community and themselves for future generations.’
Her son (28), who recently graduated from law school and is now working at a law firm in Toronto, is currently advocating for people who don’t have a voice. ‘As a mother, I see the impact of education and the importance of it. It’s interesting to watch my son become the person he’s supposed to be, and it makes me proud to see that after all these years he has grown to have similar passions as me,’ she says. Having a son and a young staff puts great responsibility on Natasha to be a good role model. ‘It’s important that I always lead by example, and that means doing good work and giving back to the world’.
On her new company:
It doesn’t stop there, just this year Natasha and her husband Anthony Mantella started an angel investment company titled AN8, with the goal of investing in fresh companies and people who share their entrepreneurial spirit. ‘We are both, first and foremost, entrepreneurs and share that mindset in all of our professional endeavours. We wanted to create an opportunity to support others who share that frame of thinking,’ she notes. ‘Yes, we are looking for new ideas, concepts, and products, but most importantly we’re investing in the people who are passionate about their idea and business. At NKPR we have so many interesting companies that come to us but it might not be the right fit from the PR perspective – it’s too early for them to need or to even afford PR. But those are the companies we can invest in’, she says. Natasha and her husband were early investors in Flow Water and just recently invested in Hounds Vodka, the first black vodka made in Canada to be sold at the LCBO.
Not often do you meet a successful businesswoman who’s achieved as much as Natasha Koifman. Her passion for work, her dedication to Canadian culture and people, and her eagerness to grow and help others is truly amazing. Creating a PR empire, building a school and now conquering the investment industry – who knows what we can expect from this wonder woman in the future.
