RAPAPORT... Richemont has created a director-level position to advise on
the company’s marketing efforts such as celebrity procurement and product
placement in film, television and red-carpet events.
 The luxury group hired Mike Tschida to work on a portfolio
of ‘maisons,’ or boutiques, including Cartier, Van Cleef & Arpels, Piaget,
Montblanc, Alfred Dunhill, and Chloé. He will split time between New York, Los
Angeles, Geneva, and Paris, Richemont said in a statement December 1.
Tschida was previously president of Tschida Brand
Entertainment, an entertainment marketing firm based in Los Angeles which
handled celebrity procurement, sponsorship, licensing and brand building.
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