Zappos pulls RFP, retains Kel & Partners as AOR

HENDERSON, NV: Online shoe and apparel retailer Zappos has pulled the RFP it issued in May, deciding to stick with incumbent agency Kel & Partners instead.

HENDERSON, NV: Online shoe and apparel retailer Zappos has pulled the RFP it issued in May, deciding to stick with incumbent agency Kel & Partners instead.

The RFP, which was issued May 4 and was expected to wrap in July, was canceled, said Diane Coffey, VP of PR at Kel & Partners and the lead on the Zappos account.

She added that Kel & Partners will continue working with the company for the rest of year. The firm has served as AOR for Zappos since 2008. Coffey, who has worked at the firm since June 2006 as director of PR, was recently promoted to VP.

Kel & Partners is “mostly dealing with traditional media, online, as well as print and TV” for Zappos, said Coffey. The agency is also doing blogger outreach and helping the company form partnerships.

Matt Burchard, senior director of marketing, photo, and video for Zappos, said in an email: “We feel sticking with Kel was in the best interest of Zappos.” He declined to comment further on the RFP process or the relationship with Kel & Partners.

The online retailer retained VaynerMedia as its first social media agency partner in May.

Zappos brand marketing manager Michelle Thomas, who left the company June 29, told PRWeek in May that the company was looking for an agency to raise awareness of the company's offerings other than shoes, such as clothing. Thomas worked at Zappos since September 2007. 

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