NEW YORK: CT Corporation, a corporate legal services subsidiary of global information services company Wolters Kluwer, has appointed Horn as AOR for PR and content creation.
The company selected Horn following an informal review of four agencies, said Jennifer Friedman, CMO of CT. The firm began working on the account last month.
Prior to bringing on Horn, Peppercomm worked on the CT business.
"We wish CT Corporation success with their new agency," said Ed Moed, co-founder and CEO of Peppercomm, via email. "Peppercomm continues to enjoy a long-standing relationship with other business units within Wolters Kluwer."
He did not disclose which business units Peppercomm is continuing to work with.
Friedman said Horn stood out among the firms because of its experience with startups and in helping brands transform their images.
"I took over as CMO last summer," she said. "As someone who was really focusing on building a brand that is in transition and transforming it, I wanted to work with an agency that would really be able to help me in that endeavor."
While CT, which provides companies of all sizes with legal services, works with more than 300,000 small businesses, Friedman said the brand has not marketed to the small business community in the past.
In its media relations work, Horn will focus on "b-to-small-b," she added. Horn is also tasked with handling thought leadership, content creation, and visual storytelling for CT.
In addition to raising brand awareness among small businesses, the agency will help to establish CT as a multi-channel company that can reach customers through a number of platforms, said Friedman.
CEO Sabrina Horn and New York MD Brian Sinderson are leading work on the account, which is being managed by Horn’s New York office. Six staffers will support the CT business, which has an initial contract of one year.
Budget information on the account was not disclosed.