Cramer-Krasselt to drive Briggs PR engine

MILWAUKEE: Engine maker Briggs & Stratton has named Cramer-Krasselt as its PR agency of record and will spend between dollars 750,000 and dollars 1 million a year with the agency's Milwaukee office.

MILWAUKEE: Engine maker Briggs & Stratton has named Cramer-Krasselt as its PR agency of record and will spend between dollars 750,000 and dollars 1 million a year with the agency's Milwaukee office.

MILWAUKEE: Engine maker Briggs & Stratton has named Cramer-Krasselt as its PR agency of record and will spend between dollars 750,000 and dollars 1 million a year with the agency's Milwaukee office.

Briggs had used Fleishman-Hillard as its main agency, but wanted to find a new firm with a Milwaukee office, said George Thompson, Briggs VP corporate communications. Fleishman closed its Milwaukee office in late 1999.

Cramer-Krasselt, which is headquartered in Chicago, has already carried out a variety of PR projects for Briggs and the agency's advertising side had been the company's ad agency since 1982. The firms' long history of working together was a plus, Thompson said: 'They're hustlers, they're always coming up with new ideas.'

Cramer-Krasselt has been building its Milwaukee PR staff for the past 18 months, said Joel Curran, VP and director of PR there. Curran came to the firm from Disney a year and a half ago and hired another Disney marketing veteran soon after.

Cramer-Krasselt's Milwaukee office brought in dollars 5 million in PR fees last year, which represents a 68% growth compared with 1999. The Briggs account is now the office's largest.

Parts makers like Briggs have increasingly been expanding their PR efforts in recent years to help build brand awareness with consumers, hoping they will start to ask for their components when buying end products such as lawnmowers or cars.

Thomson said he wants Cramer to continue working on brand-building projects. 'Briggs & Stratton is widely known all over the industrial world, however we want consumers to ask specifically for our components,' he said.



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