Pandora picks Cohn & Wolfe for PR as part of WPP multi-agency team

Creative shop Grey and media agency Maxus are also working on the account as part of WPP's team.

COPENHAGEN, DENMARK: Jewelry maker Pandora has selected Cohn & Wolfe to handle all Americas consumer and trade PR as part of WPP’s multi-agency team on the account.

Cohn & Wolfe won the business after "a completely integrated pitch" with WPP sister firms Grey Advertising and media buying agency Maxus, explained Jim Joseph, president of Cohn & Wolfe’s North American operations.

He said the WPP firms determined how different types of media can help one another build the business as part of the pitch process.  

Scott Burger, president of the Americas for Pandora, said the company selected Grey first in the review, and the ad agency recommended Cohn & Wolfe. Pandora was attracted to Cohn & Wolfe’s credentials in working with other retail companies and brands, he added.

"[PR] has been integrated in the past, but it’s also acted a bit independently. One thing that was appealing to me was to have a PR agency work hand-in-hand with a creative agency so we can show an integrated presentation to the consumer," explained Burger.

The WPP team was awarded the business on January 1 for a one-year contract, said Joseph. Prior to bringing on Cohn & Wolfe, Pandora worked with GKV Communications on creative, media buying, and PR, said Burger.

Led by the firm’s New York office, C&W will focus on "elevating [Pandora] as a style icon" and introducing the company’s full range of products to new audiences, said Joseph. Influencer marketing will be a major part of the firm’s work, including connecting the brand with bold-faced names in fashion and pop culture.

The agency will also work on thought leadership efforts with Pandora, said Joseph, while social media will be handled by the integrated WPP team.

Burger said Grey understands Pandora’s business and will take the brand to the next level on the creative side, while Maxus will help the company evaluate its own spend and that of its retail partners.

In addition to the newest multi-firm group for Pandora, WPP has several other inter-agency, inter-disciplinary teams to serve clients, such as Ford-focused Team Detroit and Team Lincoln.

Budget details on the account have not yet been finalized.

Pandora, which is best known for its charms, was founded in 1982. The company has more than 1,200 stores and sells its products in 80-plus countries on six continents, according to a statement.

This story was updated at 4:31pm ET with comment from Pandora. It was updated on January 8 to further clarify that C&W's scope of work covers the Americas.

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