Related: PR Firms Directory · PR Leaders Directory · Influencer Marketing · Beauty
Updated June 3, 2026.
Big Picture PR is a consumer lifestyle public relations and influencer marketing agency founded in 2004 by Amy Cunha, an alumna of Porter Novelli and Burson-Marsteller. The firm builds and launches consumer brands across fashion, beauty and wellness, fitness, consumer tech, and retail — with deep specialization in editorial storytelling and influencer-led campaigns.
Ownership and Structure
In November 2021, French/West/Vaughan (FWV) — one of the largest independently held PR, advertising, and digital marketing agencies in the U.S. — took an equity stake in Big Picture PR, adding the firm to a stable that includes FWV Fetching, CGPR, AMP3 PR, and Prix Productions. Amy Cunha retained her role as President and Agency Partner, overseeing daily operations. Big Picture's San Francisco office at the Presidio remained intact; its Los Angeles and New York operations now operate alongside FWV's offices in those markets.
Services
Big Picture's core capabilities are media relations, product launches, influencer marketing and creator management, social media strategy, and brand storytelling for consumer lifestyle clients. The firm runs media programs across traditional and digital outlets simultaneously — placements in WWD, the New York Times, InStyle, Forbes, Allure, Refinery29, and Men's Health are routine across the client roster.
Notable Clients
Selected client experience includes Brilliant Earth, Baggu, Perricone MD, Vionic, Alpine Headphones, Wet Seal, Lunar Design, and London's Arcadia Group fashion brands Wallis, Miss Selfridge, and Dorothy Perkins — plus venture-side work with Norwest Venture Partners.
Leadership
Amy Cunha launched Big Picture PR after a career building integrated brand campaigns at Burson-Marsteller and Porter Novelli, plus high-stakes media strategy work on Democratic presidential and U.S. Senate campaigns at a prominent media strategy firm. Senior team includes Director Chelsea Sallee and Director of Administration Beata Łuczak.
Frequently Asked Questions
Who owns Big Picture PR? The agency operates with an FWV equity stake taken in November 2021. The Big Picture brand is retained; the firm runs as part of the FWV portfolio.
Where is Big Picture PR based? San Francisco (Presidio), with Los Angeles and New York operations alongside FWV's offices in those markets.
What sectors does the firm specialize in? Consumer lifestyle — fashion, beauty, wellness, fitness, consumer tech, and retail.
When was Big Picture PR founded? 2004, by Amy Cunha.
