Generac hires Cramer-Krasselt as AOR

MILWAUKEE: Generac Power Systems, a manufacturer of generators for homes and businesses, has hired Cramer-Krasselt as AOR for PR and advertising.

MILWAUKEE: Generac Power Systems, a manufacturer of generators for homes and businesses, has hired Cramer-Krasselt as AOR for PR and advertising.

The agency's Milwaukee office is managing work for Generac, which hired the firm in August after a competitive review. The scope of work is still being determined, but it currently consists mainly of consumer- and trade-focused media relations, social media, and some advertising. Next year, C-K will begin to handle integrated marketing duties as well, including digital and media buying.

The agency is also helping Generac develop positioning and marketing strategies to build awareness of its brand as disaster-preparedness becomes more top-of-mind among consumers and businesses. All work will take place in North America.

“One of our primary messages is going to be educating consumers about a category of generators called home-standby generators,” said John Mose, SVP and director of PR at C-K.

The budget and terms of the account were not disclosed.

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