Elle Communications, a subsidiary of Dolphin (Nasdaq:DLPN), has been named communications and thought leadership agency for The Longest Table, a movement that uses shared meals to support local trust and connection.
#The Longest Table’s community-led model
The Longest Table was launched in 2022 by Maryam Banikarim and Andrew Lerner after they organised a large potluck table on a Chelsea street. The first gathering attracted 500 people, while the flagship event now draws more than 2,000.
The organisation says it has supported more than 200 tables in more than 40 cities, across 26 states and Puerto Rico, as well as international locations. It says the tables have connected more than 100,000 neighbors.
Its model is free and open to residents, who can organise a table without the organisation being present. The Longest Table provides a toolkit and coaching, while local organisers adapt each event to their own community.
The movement says more than 2,000 people have contacted it about hosting tables, a level of demand beyond its current capacity to serve.
#Scope of Elle Communications’ appointment
Elle Communications will develop a thought leadership programme for Banikarim, founder and CEO of The Longest Table. The programme will focus on trust, belonging, community building and social connection, and is intended for funders, corporate leaders and cultural conveners who may help scale the movement.
The planned work includes arranging speaking opportunities, developing business and marketing media activity, and bringing media, key opinion leaders and decision-makers to tables in NYC and beyond.
The appointment also connects The Longest Table with Dolphin’s wider marketing consortium and its work across brand, cultural and live-event activities. The announcement says the engagement builds on Elle’s work with mission-driven organisations and founder-led platforms.
#Background on Maryam Banikarim
Banikarim has held senior marketing roles at Nextdoor, Hyatt Hotels, Gannett, NBCUniversal and Univision. She is also co-chair of the WSJ CMO Council and hosts the Messy Parts podcast.
The announcement contains two descriptions of her experience: Elle Communications President Silvie Snow-Thomas referred to Banikarim as a five-time chief marketing officer with thirty years of experience building belonging for major brands, while the biographical section describes her as having 25+ years of experience in marketing and brand leadership. These descriptions are presented separately in the announcement.
Banikarim previously co-founded NYCNext during the pandemic shutdown, mobilising 700 volunteers. Its projects included a live performance in Times Square and a 2021 music video based on Billy Joel’s “New York State of Mind.” She later helped lead the WE LOVE NYC campaign.
#The issue identified by The Longest Table
The Longest Table says people have become isolated and guarded amid what it describes as manufactured forms of connection. It states that 85% of people rarely or never share a meal with a neighbor or feel comfortable asking for a favor, and links that lack of connection to a weaker local safety net.
#About Dolphin
Dolphin describes itself as both a venture studio and a marketing consortium. Its agencies include 42West, The Door, Shore Fire Media, Elle Communications, Special Projects and The Digital Dept.
The company says its venture studio creates, produces, finances, markets and promotes businesses and cultural ideas across content, consumer goods, live events and partnerships.
#Key Takeaways
- Elle Communications has been named communications and thought leadership agency for The Longest Table.
- The Longest Table says it has supported more than 200 tables in more than 40 cities and connected more than 100,000 neighbors.
- The organisation says more than 2,000 people have asked to host tables, exceeding its current capacity to serve.
- Elle’s programme will cover speaking, business and marketing media, and events for funders, corporate leaders and cultural conveners.
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