Hilly Reps Becomes Sonia Reps
The long-time commercial and content representation firm undergoes a rebrand and change of ownership.
A staple in the commercial representation industry for over three decades, Hilly Reps is now Sonia Reps. In a role reversal of sorts, advertising veteran Sonia Blum has purchased the company from Hillary Herbst establishing Sonia Reps. Herbst will continue working with the company, providing her experience and dedication.
“The name has changed, but the same high-level quality of service will not,” said Blum. “I’ve learned from the best over the past five years.”
“The plan was always that Sonia would take over as I wound down,” said Herbst. “She brings an understanding of both sides of the business, having spent 8 years at FCB and 2 years at Havas before she started working with me in 2012.” Herbst continued, “Sonia is terrific at what she does, and invested in seeing the company succeed, so I couldn’t be happier.”
When asked why she is so passionate about the business, Blum responded, “I've always loved advertising, and having been on both the agency and production sides I have a good understanding of the big picture. I’m a matchmaker, and love being partners in the creative process: helping creatives find the right production resources for each project. When creatives and producers call us to brainstorm early in the process, projects come together exceptionally well. It's my favorite part of the job!"
“Sonia and Hillary are an absolute joy to work with. They have unparalleled insight and expertise in our industry and have been extremely instrumental partners for The Famous Group,” said David Kwan, Managing Director, The Famous Group. “I couldn't be happier for the both of them on these new roles and am very excited to continue our successful partnership.”
Sonia Reps is well-positioned for the future of new media with several client companies leading the way in 360, VR and AR. Blum remarked, “It’s an exciting time to be in advertising as the landscape continually changes and evolves. I’m proud of the high level of talent on our roster and there is nowhere I’d rather be than leading Sonia Reps and the companies we represent into the future.”
