Life Extension selects RF Binder as AOR

NEW YORK: Dietary supplements provider Life Extension hired RF Binder Partners as its AOR, following an internal search that began in January.

NEW YORK: Dietary supplements provider Life Extension hired RF Binder Partners as its AOR, following an internal search that began in January.

The agency signed a year-long contract, effective April 11. It has been tasked with raising awareness about the 30-year-old company among baby boomers, its core audience, as well as expanding Life Extension's presence on social media platforms such as Facebook, Twitter, and YouTube.

“They had the breadth and depth of experience we were looking for, including deep experience with healthcare and consumer products,” said Rey Searles, director of marketing for Life Extension. “I was very impressed with their knowledge base and their understanding of our goals and objectives.”

The agency has already begun working on new social media initiatives, including expanding its video strategy, and reaching out to traditional news outlets. Five agency executives will be working on the account, said Sherri Weiss Poall, senior MD of RF Binder.

Previously, Life Extension worked with an undisclosed PR firm, but parted ways more than a year ago, Searles said. "We were looking to take things to the next level," he added.

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