LorenzoMartone and Ryan Brown understand the power of brand name beauties.Last night in SoHo they launched Arc New York, a talent PR agency thatdebuted with big-time models/clients like Lydia Hearst, AlessandraAmbrosio, Jessica White and Julie Henderson. It was a cozy-chic affairat Arc NY's stylish offices with Magnolia cupcakes, Pop burgers andlots of champagne. Also there: Martone's fiance Marc Jacobs,Henderson's beau Russell Simmons and the divine Olivia Palermo.Admiring the knockout supermodels and eating bright blue icing istotally my kind of party. "We noticed that many celebrities are tryingto invest in a different career than that one that did put them in themap, but because of the lack of strategy, sometimes those side projectsfail or in many cases are not so credible," Martone told me. "Mycontribution to the business is the strategic aspect of talent PR. Ihave been developing strategy for brands for quite a while now withChandelier Creative, and believe strongly that I will be able to do thesame with our girls."