PiaggioUSA moves Vespa brand to JMPR

RANCHO DOMINGUEZ, CA: PiaggioUSA has shifted the PR business for

its cult brand of Vespa motor scooters from New York-based Nike

Communications to JMPR in Woodland Hills, CA.

PiaggioUSA director of sales and marketing Renee Tuzee, who initiated

the search, would not comment on the decision to switch agencies.

However, Nike spokesperson Nina Kaminer theorized that a shift in focus

was likely to have been behind the move.

'We handled the successful national relaunch of Vespa in the US for the

past year, but now the company is focusing more on the opening of

individual boutiques around the country, and it was probably more

cost-effective to go with an agency like JMPR,' said Kaminer.

JMPR, which specializes in luxury lifestyle products and automotive

companies, will handle all corporate and product PR for the Vespa brand

in the US, said CEO Joe Molina.

In recent months, JMPR has beaten out incumbent Fleish-man-Hillard for

the PR business of the Specialty Equipment Market Association and opened

a new Detroit bureau.

Founded in 1977, JMPR has a roster of upscale transportation-oriented

accounts including Rolls-Royce and Bentley Motor Cars, EV Rental Cars

and Nakamichi of North America.

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