With a bold new division, a growing presence in New York, and a relentless commitment to defying convention, ROGUE is rewriting the playbook for consumer and personal brands
Most brands stick to the formula. Safe strategies, predictable campaigns, and boring messaging that blends in rather than stands out.
For media and brand strategist Steven Le Vine, ROGUE was built to do the opposite.
His new agency thrives on bucking convention, pushing brands beyond the expected, and brand storytelling that demands attention.
Since its recent launch, ROGUE has seen substantial and accelerated growth, attracting brands across industries, from consumer-packaged goods (CPG) and tech to medical, high-end real estate, and entertainment.
“I’ve been told in the past I need to niche down,” Le Vine says. “But both of my agencies have always succeeded most when leveraging our versatility, whether it’s working with prominent neurosurgeons leading major breakthroughs to challenger food & beverage brands.”
Le Vine’s journey in communications and brand strategy began in 2006, when he founded Grapevine PR in New York. Over the next 19 years, he transformed the agency into an award-winning Los Angeles-based firm, expanding to Austin and Nashville, working with high-profile clients and orchestrating major media campaigns driving brand narratives that shaped industries.
“What started as a boutique PR firm turned into something much larger than I had ever imagined,” says Le Vine. “We built campaigns that landed our clients exclusive sit-downs with Oprah, The View, Access Hollywood, The Doctors, and CNN, and in publications like The New York Times, Wall Street Journal, Men’s Journal, WIRED, Fast Company, USA Today, and Variety, to name a few.
Grapevine’s impact spanned entertainment, personal branding, and luxury lifestyle industries, representing clients such as Grammy-winning singer-songwriter Lisa Loeb and Hollywood legend William Shatner, along with restaurateurs, interior designers, and cosmetic doctors.
The agency became known for crafting media moments that mattered, such as one of 2015’s top news stories, which featured ‘Who’s The Boss?’ child star Danny Pintauro revealing his medical diagnosis to the world for the first time, ensuring clients weren’t just seen, but remembered.
But as media and branding evolved, so did Le Vine’s vision.
In 2022, Le Vine released his bestselling book, “Stories That F*cking Matter: Three Pillars of Epic Storytelling to Dominate Media Headlines, Win Clients and Grow Your Business,” with a special foreword from Shatner.
“I built Grapevine PR at a time when legacy media ruled,” he explains. “Today, we’re in a completely different landscape. Consumers aren’t just watching TV or reading print media—they’re engaging with brands across a galaxy of touchpoints, scrolling and swiping on social and digital media platforms and independently-established content creator networks, and watching and listening to podcasts. That seismic shift called for a new approach. That’s why I launched ROGUE.”
The ROGUE Approach: Bold, Disruptive, and Everywhere
Since launching ROGUE, the agency has experienced a surge in demand, attracting a growing roster of renegade brands across multiple industries.
“From health & wellness disruptors and next-gen CPG brands to cutting-edge tech companies and ultra luxury real estate agents, we’re working with visionaries who aren’t afraid to take bold risks,” says Le Vine.
The agency has also partnered with brands at the forefront of biohacking, longevity, and health optimization, tapping into the massive consumer interest in performance-driven wellness.
“This is a space that’s exploding right now,” Le Vine explains. “Consumers are no longer just interested in traditional health-based solutions. They want proactive solutions that optimize their health and performance. Whether it’s next-level supplements like nootropics, wearable tech, or biohacking innovations, these brands are reshaping the way we think about wellness—and we’re helping them tell those stories.”
Unlike traditional agencies, ROGUE doesn’t just secure media coverage—it builds holistic brand ecosystems.
“Everything about how brands communicate today has changed,” Le Vine explains. “PR isn’t only about press coverage in traditional forms of print and broadcast media. It comes down to the strategy behind how you craft your brand story, your key messaging, and the content you are producing. You need an integrated approach that threads storytelling across every touchpoint—from media and content marketing to digital engagement, and even influencers and brand partnerships.”
This philosophy has not only fueled ROGUE’s rapid growth in its home city of Austin, which has become a cultural, tech, and entertainment hub in the U.S., but is further accelerating the agency’s expansion into New York and Los Angeles, and beyond.
The agency’s latest evolution, ROGUE x CREATE, is setting the stage for the next era of brand storytelling.
The agency’s latest evolution, ROGUE x CREATE, is more than a ‘content arm.’ It’s the next evolution in brand storytelling, reinforcing ROGUE’s mission to create bold, unapologetic, high-impact content across every touchpoint where consumers engage.
“Brands that shape culture don’t wait for attention. They demand it,” says Le Vine. “They stand for something, challenge the status quo, and create work that doesn’t just get seen, but makes a statement.”
“Today, your brand is only as strong as the content that represents it,” says Le Vine. “That’s why we launched ROGUE x CREATE—to take storytelling beyond the written word and into the realm of branded short- and long-form content, podcast production, and cinematic-quality social and digital experiences that don’t just engage audiences but embed brands into culture.”
And ROGUE x CREATE is just the beginning.
Le Vine hints at future specialized divisions, each focused on pushing the boundaries of brand influence, engagement, and storytelling in the digital age.
“The brands that are winning today are the ones rewriting the rules or as I say, ‘burning the playbook,” he says. “And ROGUE is here for those who aren’t afraid to do just that.”
Looking ahead, the agency is set to continue its rapid expansion, with new service offerings, deeper investments in creative strategy, and even more opportunities to disrupt industries.
Le Vine is also exploring further expansion, including an incubator, an accelerator program, and even a venture capital arm.
“The best brands don’t follow trends. They set them,” says Le Vine. “And the future belongs to those who dare to think differently.”