BEND, OR: Tire retail chain Les Schwab Tire Centers has appointed Edelman as its PR agency partner following a competitive review involving four agencies.
Incumbent GreatWork Communications participated in the review, said Dale Thompson, CMO at Les Schwab. GreatWork and Les Schwab had collaborated for 10 years. Thompson declined to name the other firms that competed for the business.
He added that GreatWork was a “wonderful” partner, but with the company's growth over the last few years, it needed the resources of a larger PR agency.
In addition to Edelman's scale, Thompson said the firm was selected because of its understanding of the brand.
“It was pretty clear that a few of the people [on the Edelman Portland team] grew up in the area and grew up with us as a company and understood the essence of our service business and community involvement,” he explained.
The firm's Portland, OR, office is leading the account. It began working with Les Schwab last month on press and social media amplification.
With a team of seven to nine staffers on the account depending on work levels, Edelman will help Les Schwab get its brand message out to the public through digital and social media engagement.
Edelman will also help the company with thought leadership efforts, and support it as it continues to expand its business around the country, said Thompson. Les Schwab has 450 stores in eight states: Oregon, Washington, Idaho, Utah, California, Nevada, Montana, and Colorado.
The contract with Edelman is for one year. Budget information was not disclosed.
“We worked with Les Schwab for more than ten years – it was an honor and we loved helping to build their reputation with customers and the media,” said Diane Aboulafia, partner at GreatWork. “We knew they required a strong media presence and recommended Edelman as the agency with the size and resources to meet their needs. Les Schwab is a company that really values strategic relationships and we are continuing to work with them on a project basis.”