Coinstar taps MWW as corporate comms AOR

BELLEVUE, WA: Coinstar, the owner of automated retail platforms including Redbox, has hired MWW Group as its corporate communications AOR after a competitive review.

BELLEVUE, WA: Coinstar, the owner of automated retail platforms including Redbox, has hired MWW Group as its corporate communications AOR after a competitive review.

Coinstar wants to ensure that the public and key stakeholders understand automated retail, recognize the company as a leader in the space, and comprehend its vision for the future, said Marci Maule, Coinstar's PR director.

The company's business consists of approximately 33,300 Redbox self-service DVD kiosks and 18,900 Coinstar-branded coin-counting machines. The company also has a new ventures group to explore and test other automated retail solutions.

A core team of five MWW employees will support the account in corporate reputation, executive positioning, financial media relations, employee communications, crisis communications, and corporate social responsibility, said David Herrick, EVP and GM of MWW New York.

"We're looking to build Coinstar's leadership position in automated retail," he said. "Most consumers understand what retail shopping is, but fewer of them, and investors and stakeholders, really understand automated retail and its full potential."

MWW began working with Coinstar in August. Coinstar declined to disclose the account's budget.

Maule said Coinstar hired The Bedford Group to help with the agency-selection process and to manage the RFP, which it issued earlier this year. She declined to disclose the other firms that pitched.

"Another aspect of our review was to understand how agency candidates thought through certain issues, and to that end, finalists were given an assignment and each presented their point of view," said Maule.

In March, Coinstar selected Zeno Group as AOR for its Redbox business. The company also had worked with Makovsky & Company on a project basis more than a year ago, said Steve Seeman, SVP at Makovsky.

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