SHORT HILLS, NJ: Business information company Dun & Bradstreet has selected Porter Novelli as its AOR following an RFP.
Susan Lawler, SVP of marketing at D&B, said Porter will work on a broad range of activities, including expanding the company's thought-leadership program and assisting with product launches. She added that Porter will also work to enhance D&B's PR efforts throughout North America and potentially in other parts of the world.
Shift Communications, D&B's AOR last year, was invited to pitch for the account, but didn't make it to the final round.
“Shift was honored to orchestrate D&B's social media and PR strategies in 2011,” said Catherine Allen, VP at Shift. “We're proud of the collective team's accomplishments.”Lawler explained that Porter showed a “comprehensive understanding of our overall business” during the review. She declined to name the other participants.
“One of the reasons why we hired them is because they have a global footprint,” said Lawler.
She added that Porter will help the company reach its target demographic of b-to-b executives, such as CMOs, CFOs, and chief risk officers, by sharing the “overall D&B story.” The business was founded 170 years ago.
Porter's Atlanta office is handling the account with help from its Austin, TX, office. The firm is focusing on corporate messaging, positioning, and executive branding and visibility, said Brad MacAfee, senior partner and MD of Porter's Atlanta office. The agency is also responsible for product support and promotion, reputation management, and social media work, he added.
In terms of social media, Porter is charged with “support and helping on daily monitoring, how to engage in the right conversations, where the brand should have a point of view and voice, and how to authentically engage in the right types of conversations that are happening in the social channels.”
A team of eight staffers at Porter is “involved in some way” with the D&B account, said MacAfee, adding that the firm wants to “really maximize all the opportunities for D&B in this era of big data.”