BOSTON: World Energy (WE) has chosen the Horn Group as its AOR with a one-year renewable services agreement.
Horn will tout WE's green energy exchange, where customers trade renewable energy and credits in an auction-style forum.
"We wanted a well-positioned firm who could take us to the national business press," said Eric Alam, WE's SVP of corporate marketing, "and help us obtain a thought-leadership position in the marketplace."
Outreach includes introducing the company and its spokesman to business publications, dailies, and relevant bloggers, along with attending trade shows, and participating in green events and panels.
Kyle Flaherty, director of client service and social media at Horn, said standing out in the crowded green market is a challenge. But WE's tangible product gives it more market leverage, he noted.