'OK' chooses Freud as AOR

NEW YORK: OK magazine selected Freud Communications as AOR. The firm will focus on corporate positioning, media relations, and weekly publicity outreach.

NEW YORK: OK magazine selected Freud Communications as AOR. The firm will focus on corporate positioning, media relations, and weekly publicity outreach.

Freud is conducting media outreach for OK content and staff members, targeting entertainment outlets; such as Entertainment Tonight, Access Hollywood, Page Six of the New York Post; trade and consumer magazines; Web sites; and blogs, according to Freud CEO Lisa Dallos.

“We will make a big effort with new media and blogs,” she explained. “We will keep at those consistently.”

The publication has had a lot of recent turnover, including editor-in-chief Sarah Ivens, who said last month that she was leaving the magazine at the end of the year, and publisher Tom Morrissy.

OK's new GM Kent Brownridge, hired in September 2008, said the agency was hired due to “a number of serious issues,” but declined to elaborate further.

 Freud coordinated the magazine's late October announcement of a new publisher, editor-in-chief, and executive creative director, Brownridge said. OK, owned by British publisher Northern & Shell, launched in the US in 2005.

Brownridge and Dallos had previously worked together while at Wenner Media, and both noted the positive relationship influenced the hiring, which did not include an RFP. The account runs for several months on a retainer basis, Dallos added.

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