OAKLAND, CA: Nestle has selected Taylor as AOR for its Skinny Cow ice cream brand following an RFP process.
The company “went directly with Taylor” and had no other finalists during the review, said Jessica Vasisht, brand manager at Skinny Cow.
Ketchum, the brand's AOR since 2005, did not re-pitch for the account, she added. Ketchum declined to comment on the search process.
“The thing that really stood out to me in [Taylor's] pitch, versus others, was their level of understanding of brand strategy,” Vasisht said.
Taylor's responsibilities will include traditional PR, such as pitching print and broadcast media outlets, as well as social media strategy development, including blogger engagement, she said. The agency, which shows a “level of expertise” in its influencer strategies, will also help Skinny Cow with customer relationship management, said Vasisht.
She added that Skinny Cow, which will launch products this year like candy and milkshakes, is also looking to Taylor to “bring synergy to the products” and “tie the message together for the media, influencers, and ultimately, the consumer.” With new products on the way, Vasisht added that Taylor will also focus on differentiating the brand from competitors
“As we look to really build a master brand with multiple product categories underneath it, brand strategy is essential,” she said.
Taylor referred comment to the client.