Crayola brings on Edelman as PR agency partner

Crayola has selected Edelman as its PR agency partner following a competitive review. Coyne Public Relations was the incumbent on the account.

EASTON, PA: Crayola has selected Edelman as its PR agency partner following a competitive review. Coyne Public Relations was the incumbent on the account.

The company brought on Edelman to handle both PR and social media after putting out an RFP for its business last fall, according to sources familiar with the search. Additional information on the scope of work was not disclosed.

Representatives from Edelman declined to comment.

Coyne had worked on Crayola's business since 2008.

“We are very proud of the six-year relationship with Crayola,” said Thomas Coyne, CEO of the eponymous agency, in an emailed statement. “We had a great run, won several terrific awards, and will miss them as a client.”

He added that the firm wishes Crayola “the very best and appreciate all they do for the world.” 

Crayola, a wholly-owned subsidiary of Hallmark Cards, is best known for its crayons, but it also produces Silly Putty and professional art supplies under its Portfolio Series brand.

"We are thrilled about our new partnership with Edelman, whose New York office supports our public relations and social media business," said Nancy Conrad, VP of marketing communications for Crayola, in an emailed statement. "Today, PR and social are so integral to Crayola and have such an organic fit, that bringing the disciplines together was an obvious decision. We are confident that Edelman, a leader in the industry who shares our colorful vision and passion for the brand, will help to drive our business forward." 

Hallmark, which will post its annual earnings for 2013 in March, does not report revenue or profit for subsidiaries.

Near the end of last year, Hallmark said it was cutting its party-ware business, resulting in 250 layoffs, or 7% of the company's 3,200 jobs in the Kansas City, MO, region.

Hallmark has about 12,000 staffers worldwide, while Crayola has about 1,200 employees, according to the corporate website.

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