RANCHO DOMINGUEZ, CA: PiaggioUSA has shifted the PR business for
its cult brand of Vespa motor scooters from New York-based Nike
Communications to JMPR in Woodland Hills, CA.
PiaggioUSA director of sales and marketing Renee Tuzee, who initiated
the search, would not comment on the decision to switch agencies.
However, Nike spokesperson Nina Kaminer theorized that a shift in focus
was likely to have been behind the move.
'We handled the successful national relaunch of Vespa in the US for the
past year, but now the company is focusing more on the opening of
individual boutiques around the country, and it was probably more
cost-effective to go with an agency like JMPR,' said Kaminer.
JMPR, which specializes in luxury lifestyle products and automotive
companies, will handle all corporate and product PR for the Vespa brand
in the US, said CEO Joe Molina.
In recent months, JMPR has beaten out incumbent Fleish-man-Hillard for
the PR business of the Specialty Equipment Market Association and opened
a new Detroit bureau.
Founded in 1977, JMPR has a roster of upscale transportation-oriented
accounts including Rolls-Royce and Bentley Motor Cars, EV Rental Cars
and Nakamichi of North America.