WHITESTONE, NY: Health beverage-maker Glaceau has selected Euro RSCG Worldwide PR as AOR for the brand and science portion of its business, which includes media relations for the vitaminwater and smartwater drinks.
Glaceau, acquired by Coca Cola last May, picked Euro after a two-round RFP process that included five agencies, said Michelle Marinelli O'Keefe, brand communications manager at the company. O'Keefe added that the company focused on including agencies that have expertise in health or science as well as corporate communications.
Glaceau employs other agencies for sports- and entertainment-related communications, said O'Keefe, who declined to name the other firms.
Euro, which officially begins work for Glaceau on January 1, 2009, will focus on a product launch scheduled for spring of next year, said Kristin Dwyer, VP at the agency, who declined to go into detail about the launch.
Dwyer added that the agreement, which has an undisclosed budget, runs throughout 2009. The firm will maintain the spirit of Glaceau's often-irreverent marketing campaigns, she added.
Glaceau named Ruder Finn its AOR in 2005. It was unknown whether RF was working with Glaceau at the time of the RFP, or whether they participated in the pitch. Prior to that, the company worked with Jericho Communications.