Sara has been a PR professional for 20 years, working for some of the world’s leading PR consultancies – from networks such as Edelman, Porter Novelli and Shandwick – through to specialist, boutique outfits in the UK and Australia.

Before establishing Button Collective, she was a Board Director for eight years at Talk PR – part of M&C Saatchi – where she also set up Talk’s global network SERMO.

Her strengths lie in strategic brand consultancy, compelling story telling and breakthrough creative campaigns in consumer lifestyle – especially in luxury, design, arts & culture, food & drink and wellbeing.

Experience includes identifying and brokering luxury partnerships globally for clients ranging from Pernod Ricard to P&G Prestige Products; behaviour change campaigns for the government, Nestlé and Twinings and directing PR for international-facing brands, properties and events operating in fashion, film and sport through to food and hospitality.

Her premise is simple: brand and PR counsel that impacts the bottom line, never leaving a stone unturned in delivering excellence and access to an impressive contacts book

Louise oram


Based in Hong Kong since 2008, Louise spearheads Button Collective in Asia to service our regional and international clients. She has broad experience having worked in-house and for global communication agencies in arts and culture, travel and hospitality, luxury consumer lifestyle and the automobile sectors – and across multiple regional markets.

Prior to Hong Kong, Louise set up the communications framework for the World Travel & Tourism Council in London.

Louise enjoys a network of communications consultants and suppliers across Asia and a range of disciplines and can bring in the right level of expertise to meet client requirements.

She has co-curated and managed the Conversations programme for Art Basel Hong Kong since 2016 – comprising 25 talks with some 80 speakers from all over the world. Her team also works with Bonhams, White Cube and past experience includes Rolls-Royce Motors Cars and Marriott.



Vadim Grigorian is a seasoned marketing professional with 15 years of experience in the arts and premium spirits market at Pernod Ricard. Born in Baku, Vadim studied robotics at the Moscow State Technical University and is a management post-grad at the INSEAD Business School in Fontainebleau, where he led an award-winning strategic project for Diesel.

He joined Pernod Ricard as Marketing Director for Russia and Eastern Europe, repositioning Chivas Regal, Perrier-Jouët and Martell through a series of events for which he acted as creative director. Vadim was subsequently appointed as International Director of Creativity and Luxury for Pernod Ricard, where he advised the group on new generation luxury and behaving as cultural agents.

He orchestrated Absolut’s cultural strategy and return to the art world after an absence of more than 10 years – arranging collaborations with the prestigious dOcumenta’13, the Venice Biennale and Art Basel and creating installations with acclaimed artists including Mickalene Thomas and Cuban duo Los Carpenteros. As part of the Paris Triennale, Vadim coordinated a 24-hour performance called Soup, No Soup by Rikriijt Tiravanja, involving a record-breaking 13,000 people.

As Brand Director for Royal Salute, Vadim oversaw the repositioning of the luxury whiskey blend. He art-directed several important projects at Salone del Mobile, Milan and oversaw new product development strategies including whiskey designed by noted perfumer Barnabé Fillion.

He was a client of Sara’s for many years and is now part of Button Collective, based out of Paris. He works as an entrepreneur brand strategist for high-end brands and is strategic and art director of Art Basel’s innovation laboratory.



Enrico Zilli is a brand communications professional with over 10 years of expertise in PR. He is based in Milan with experience in the architecture and design fields as well as food and beverage.

He is experienced in working on international projects with leading brands and companies and with designers, architecture studios and institutional bodies. Enrico also oversees, an online architecture and design magazine that allows him to be constantly updated on contemporary trends and news.

He oversaw the international communications for the Israeli Pavilion at Milan Expo 2015 and the Italian Pavilion at Venice Architecture Biennale. For Pernod Ricard, Enrico worked on the launch of the Frank Gehry-designed Exquisite wòdka, Absolut Electronic Music Festival and F1 for Champagne Mumm. He manages the social media communication of MIT Senseable Citylab at the Massachusetts Institute of Technology in Boston, US.

Enrico makes it his business to visit and understand the world’s leading architecture and design events, fairs and capitals. He is particularly connected and expert in Milan’s design scene.

riki neill


With over 17 years’ experience in all-Ireland marketing and PR, Riki specialises in consumer lifestyle communications. A fine art graduate, she has a Masters in Communications, Advertising and PR, is a graduate of the Digital Marketing Institute and is a member of the CIPR.

Riki directs accounts across Ireland and has vast experience in the delivery of integrated campaigns for clients in the FMCG, hospitality, foodservice and retail sectors and has been named in NI’s Top 40 under 40 three times.

Her and her team have created and implemented a multiple award-winning sponsorship campaign in Ireland with the Special Olympics Ireland for client Gala Retail and were responsible for increasing footfall for B2B food, drink and hospitality events IFEX and CATEX and overseeing more than 20 store openings for a major optical retailer.

Country launches for multiple businesses include Five Guys, Belfast Wine School and Irish Whiskey Auctions and she handled Northern Ireland activity aimed at engaging parents for three years for Button account Lactalis Nestlé.

She has also operated in fashion and design – including all-Ireland launches for Mulberry Home, Bentley Furniture, Matthew Williamson and Cole & Son.

From experience working with global brands to emerging start-ups, Riki also has a keen interest in renewables and has created and implemented pan-European campaigns for Horizon 2020 projects.

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