NEW YORK: ABC Home Furnishings has appointed Andy Morris and Company (AMC) its first AOR following their collaboration on a social responsibility initiative over the holidays.
ABC Home Furnishings turned to AMC in November for the launch of its Missionmarket initiative, in which consumers purchased charity gift certificates benefiting a range of causes.
The company has long worked with a variety of agencies, and will continue to work with Fenton Communications on undisclosed projects, according to ABC senior advisor Richard Perl.
Perl said the company was moved by AMC's work in the Missionmarket campaign, citing its "understanding of resourcefulness and creative proactive proposals for presenting ABC's unique positioning."
AMC Principal Judith King said the agency is charged with raising the company's profile through local and national media, such as pitching travel writers about the company's buying missions.
"[We're looking to] expand that consumer base nationally and internationally," King said. "Products are culled from around the world so there's an international interest."
Carol Klenfner, AMC VP and head of media relations, will serve as the day-to-day contact, and receive assistance from Mary McBride, senior account executive, and principals King and Andy Morris.
"A lot of their initiatives are in socially responsible retailing, [such as using] sustainable wood" without sacrificing style, said King. "If the product doesn't suffer, the customer would be much more likely to go with the socially magnanimous company."
King said that the agency, which maintains its New York offices a block away from the ABC store, has a real passion for its new client; much of AMC's furniture comes from the store, she said.