NEW YORK—MSLGroup has launched a new beauty and luxury specialty, Be Spoke. Established and led by Carson Gray Elias, senior vice president, the unique offering seeks to combne the intimate approach of boutique agencies and the talent, proprietary tools and global reach of Publicis-owned MSL.

“Beauty and luxury brands feel like they have to make a choice: take the service-oriented, intimate, tailor-made approach of a boutique agency, or go the corporate, strategic route of a global agency,” says Gray Elias. “But in reality, there is no reason why these niche brands can’t have it both ways.”

Be Spoke will draw on the full spectrum of MSL services including traditional media relations, digital and social media expertise, research and branding. Based in the agency’s New York office, it will provide access to the latest trends, tastemakers and influencers

Erin Wolf, who joined the agency earlier this year, serves as vice president of beauty, and Elizabeth Keating, a longtime veteran of MSL, is the vice president of luxury. Both Wolf and Keating will report to Gray Elias.