Crayola redraws PR account with Golin hire

Edelman was the incumbent on the account.

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

Golin won the same business that Edelman was awarded last year, which includes PR and social media, according to sources with knowledge of the account.

Representatives from Crayola did not answer numerous requests for comment, and Golin representatives declined to comment.

In January 2014, Edelman began working with Crayola after the company put out an RFP in the fall of 2013. Coyne had previously worked on the account since 2008.

Edelman representatives were not immediately available for comment.

Golin has started off 2015 on a hot streak, winning the PR account for Humana, which was also previously an Edelman client since 2008. Additionally, the Interpublic Group firm was brought on by Mattel to handle PR for its Barbie and Hot Wheels brands, work previously managed by Ketchum.

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.

Hallmark Cards, which does not report revenue or profit for subsidiaries, reported a 2% revenue drop for 2013, year-over-year, to $3.9 billion. Despite the sales decline, Hallmark noted that Crayola saw strong results, but greeting cards, gift wrap, and gift items struggled.

The Kansas City-based company has not yet released its results for 2014.

Last month, Hallmark announced its plan to shut down its Litho-Krome plant in Georgia, which produces Crayola packaging and greeting cards. Fifty staffers will be affected by the close.

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