NEW YORK: Rogers & Cowan was selected as the first PR agency partner for music artist Fergie's brand extensions, following a competitive review.
Fergie, a singer in hip hop group The Black Eyed Peas, is co-owner of Voli Light Vodkas with rapper Pitbull, owner of Ferguson Crest winery, and global brand ambassador for Fergie Wet 'n' Wild nail polishes, Avon, and her shoe line at Famous Footwear.
The agency was “brought in on the strategic front to look at all of [Fergie's] businesses, the media relations plans both with and without her, and how to focus on their strategic directions and hit all the marks so the different businesses are successful and spoken about in the right way,” explained Maggie Gallant, EVP of entertainment and lifestyle at Rogers & Cowan.
She added that the firm wants to ensure there is a “cohesive message that goes throughout” Fergie's businesses so that consumers understand why the singer owns or is involved with them.
With a team of six staffers and Gallant leading the account, Rogers & Cowan is working with Fergie's businesses on potential growth areas and how her brand can translate into the media.
“The most important thing is looking at a strategy for the brand that is Fergie and then micro-strategies for the different businesses," said Gallant. "It's making sure we're going out at the right time with different messages, as opposed to the coverage appearing random.”
For each brand, the firm will work with targeted print and online media outlets to raise consumer awareness, such as fashion editors for Fergie shoes and beverage bloggers for Voli, she added.
Rogers & Cowan will also help execute stand-alone events to showcase Fergie's various products and write collateral materials to support the activities.
While the agency will not be handling Fergie's business' social media channels, Gallant pointed out that the PR team will offer strategic counsel for the sites so that fans are given exclusive information and “feel like part of the business process.”
“Our goal is for [Fergie], as well as her business partners, to feel there is a strategy with all initiatives," she added, "and that everything is happening in the right way at the right time and making a difference in the eyes of consumers.”
Representatives from Fergie's brand team were not immediately available for comment.