Russian Standard expands Syndicate role to AOR

NEW YORK: Russian Standard Vodka USA has named Syndicate Media Group its AOR for PR, expanding the agency's existing role as the brand's digital AOR.

NEW YORK: Russian Standard Vodka USA has named Syndicate Media Group its AOR for PR, expanding the agency's existing role as the brand's digital AOR.

The agency, which won the PR business following an informal review, was hired as the company's digital and social media AOR last July, said Nathan Ellis, founding partner at Syndicate.

“This puts us in a position to deliver the most value for the client because we can give them really turnkey service for their brand communications,” he explained, “and it's more efficient for them and more impactful to have these services all living in one house and under one strategy.”

Representatives from Russian Standard Vodka USA were not available for comment.

As the vodka brand's integrated AOR, Syndicate will allocate a team of five staffers to be responsible for all US media relations, social media efforts, influencer strategies and execution, events and event-based partnerships, and brand campaign development, said Ellis.

Syndicate's goal is to “elevate consumer awareness around Russian Standard being a premium product and the world's number one premium Russian vodka,” he added.

He said that, to promote the brand in the US, the firm will reach out to consumer lifestyle media including women's and men's fashion publications, entertainment-driven press, and celebrity and fashion bloggers.

The markets Syndicate will focus on to raise brand recognition for Russian Standard are Los Angeles, New York, and Miami, which Ellis said are key areas for nightlife, art, culture, fashion, and entertainment.

On the social media side, Ellis said Syndicate is building a community on the brand's Facebook page and also giving consumers “a peak behind the curtain into the lifestyle and authenticity of Russian Standard Vodka” through Instagram.

Syndicate is also creating a number of Facebook and blogger campaigns for the brand, he added.

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