EAST RUTHERFORD, NJ: Nikon has handed MWW Group AOR status for its photographic and digital imaging products - the lion's share of its consumer output.
MWW will provide media relations and marketing support, helping Nikon with new product launches and its Internet strategy. The account is worth more than $500,000.
The agency replaces Earle Palmer Brown, which Nikon had retained for nearly eight years.
"Nikon is evolving," said Anna Marie Bakker, the company's general manager of communications. "And our PR needs are changing accordingly."
Bakker said the fast pace of the industry is what creates the biggest challenge for PR agencies.
"You need to create a huge buzz, sustain it for six months, then follow it up with a new product," she said. "This changed what we looked for in a PR agency."
Michael Kempner, CEO of MWW, said Nikon is an "aspirational" brand, meaning one that is perceived as top-of-the-line among professionals, but out of reach to amateur photographers.
"Aspirational can mean untouchable," said Kempner. "Our charge is to help broaden Nikon's appeal and scope, while keeping the gold standard."