DeVries Global: NYC Beauty PR Agency, Omnicom-Owned

DeVries Global is a New York public relations agency for consumer brands with a heritage in beauty, built on the legacy of founder Madeline DeVries, per the firm's own pages. The Holmes Report described a 36-year agency history in November 2014, when Heidi Hovland became its fourth CEO. The firm was an Interpublic Group member, and The Official Board lists Omnicom as its owner after the two groups merged. It lists offices in New York, Beijing, Berlin, Hong Kong, London, Shanghai, Singapore and Taipei.

Originally published June 2026. Updated October 18, 2026.

Who founded and leads DeVries Global?

The firm's recruiting pages credit its founder, industry pioneer Madeline DeVries, with building the agency on a promise to treat clients' businesses like their own. The Holmes Report reported on November 4, 2014 that Heidi Hovland was appointed global chief executive, the fourth CEO in the agency's 36-year history and the third woman in the post, continuing the legacy of Madeline DeVries. PR News reported that Hovland succeeded Stephanie Smirnov, who left in July 2013 to join Edelman as managing director of consumer marketing.

Person	Role	Source
Madeline DeVries	Founder	Firm recruiting pages; Holmes Report
Stephanie Smirnov	Previous CEO; left July 2013 for Edelman	PR News
Heidi Hovland	Global CEO from November 2014; formerly deputy general manager at FleishmanHillard New York	Holmes Report
Jim Allman	Chairman in 2014	Holmes Report
Loretta Markevics	Global MD, creative intelligence	Agility PR

The Holmes Report says Hovland had led FleishmanHillard's consumer products sector globally and co-founded its marketing to moms practice, and had worked with Chobani, Samsung, Citibank, Carnival Cruise Lines, Global Hyatt and PepsiCo. It adds that she led the team that launched Chobani in the United States. The task set for her in the role was to grow DeVries Global's creative offerings after an aggressive international expansion.

What is DeVries Global's history?

The Holmes Report places the agency's founding about 36 years before 2014 and credits it with an aggressive international expansion in the years before Hovland's appointment. Agility PR later reported creative hires aimed at strengthening the agency's creative work, including creative directors Tracy Brosnan and Thom Hackett, who had worked on hair, skin and personal care brands at agencies such as Grey, Publicis, Saatchi and McCann Erickson Manchester. Agility PR also reported that Liza Abrams-Wisk joined as director of new business development, working with Hovland.

Date	Event	Source
July 2013	CEO Stephanie Smirnov leaves for Edelman	PR News
November 4, 2014	Heidi Hovland named global CEO, the fourth in the agency's history	Holmes Report
After 2014	Creative directors and a new business director hired	Agility PR
2025 to 2026	IPG's agencies move into Omnicom following the merger	MarketTech APAC; The Official Board

Who owns DeVries Global?

The firm's own recruiting pages describe DeVries Global as a mid-sized agency and a proud member of Interpublic Group, and a separate job-board footer lists it among the agencies overseen by IPG DXTRA with Weber Shandwick, Golin, Jack Morton, Octagon and Momentum. MarketTech APAC referred in February 2026 to last year's Omnicom and Interpublic merger. The Official Board lists Omnicom as DeVries Global's owner. EPR's FleishmanHillard, Golin Ketchum, Porter Novelli, Portland Communications and Marina Maher Communications profiles cover other Omnicom PR firms.

Agency listed with DeVries under IPG DXTRA	Source
Weber Shandwick	DeVries job posting
Golin	DeVries job posting
Jack Morton	DeVries job posting
Octagon	DeVries job posting
Momentum	DeVries job posting

What does DeVries Global do?

The firm says it works across consumer categories including CPG, fashion, retail, home, food and beverage, wellness, spirits and travel, and that it continues to draw on a deep heritage in beauty. Its job postings also mention healthcare among its categories and describe publicity work such as media outreach, media materials and social media integration with PR programs. Built In NYC lists the firm as a mid-sized agency with physical offices in New York.

Which clients has DeVries Global worked with?

Agility PR reported that the firm's Berlin office opened with an agency of record relationship with Zippo Manufacturing Company, an extension of work handled for more than 10 years. The Holmes Report notes that Hovland's earlier consumer work at FleishmanHillard covered Chobani and Samsung, but those were FleishmanHillard accounts rather than DeVries Global accounts.

How does DeVries Global compare with other beauty and consumer PR firms?

Beauty and consumer peers with EPR profiles include The Krupp Group, Tractenberg & Co. and HUNTER. For ranked comparisons, see Best Beauty PR Agencies 2026, Top CPG PR Agencies 2026 and consumer brand stories.

---

Related: PR agency profiles, PR leaders, Omnicom Group, Beauty PR agencies, 5W Public Relations