R&C set to handle push for Beyblade world competition

NEW YORK: Rogers & Cowan will handle the PR for the Beyblade World Championship this summer in New York City. The firm recently beat out four rivals for the task.

NEW YORK: Rogers & Cowan will handle the PR for the Beyblade World Championship this summer in New York City. The firm recently beat out four rivals for the task.

Hill & Knowlton, Burson-Marsteller, Edelman, and Porter Novelli also competed in the RFP launched by Nelvana Limited, a worldwide producer and distributor of children's programming and products.

Rogers & Cowan EVP Matt Losordo, who helped craft the pitch to Nelvana, said the push has "a six-figure budget."

Beyblade is a cutting-edge version of the classic spinning top. In August, Nelvana's world championship will draw competitors ages 8 through 14 from 10 countries.

Rogers & Cowan hopes to include a dramatic event during the championship, Losordo said.

"We'd like an opportunity for one of these kids to accomplish an amazing feat," he said.

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