OTTAWA, ONTARIO: Sexual wellness product manufacturer Standard Innovation Corporation has selected Ogilvy Public Relations as its global AOR after an informal review.
Ogilvy beat out five other agencies for the assignment. The company previously worked with Toronto-based NKPR for a year.
The company picked Ogilvy, which is primarily focused on the company's We-Vibe III rechargeable vibrator, because of its brand-building experience and global footprint, said Kate Cronin, global head of Ogilvy's healthcare practice and MD for the firm in New York. Standard Innovation's products are available in more than 50 countries.
Although Ogilvy has not represented a client like Standard Innovation, it has been active in the sexual health space, working with erectile dysfunction medication Levitra in the past, said Cronin.
"We were looking for an agency with an understanding of a global corporation," said Sarah Bobas, marketing communications manager at Standard Innovation. "We wanted someone to help us on a global scale and also an agency that had the full gamut of capabilities should we need to employ them, such as research, social media, and traditional PR."
The account is being managed by the consumer, technology, and healthcare practices at Ogilvy. The agency's goal is “making sexual health an important part of overall health” and “normalizing the discussion” about the topic so it is “not taboo or behind closed doors,” said Cronin.
“Bringing it out in the open and talking about it in the mainstream media is going to be the key to success for the product,” she added.
Ogilvy is responsible for all communications aspects for Standard Innovation, including traditional PR, media outreach, events, social media content and strategy, and thought leadership.
Cronin explained that the firm will target mainstream print, broadcast, online, consumer lifestyle, and health outlets. She added that sexual health bloggers will also play a “critical role” in talking about and promoting We-Vibe.
Cronin said the target demographic for We-Vibe is broad, ranging from consumers in their 20s to those in their 40s and 50s with a focus on couples.
From July 14-16, Ogilvy will support the company at the ANME adult novelty conference in Burbank, CA.