Modell's goes with DKC, retains Rubenstein for some tasks

NEW YORK: Modell's, a sporting goods chain operating primarily in the northeast, has retained Dan Klores Communications as its new AOR, shifting much of its PR work away from Rubenstein Associates.

NEW YORK: Modell's, a sporting goods chain operating primarily in the northeast, has retained Dan Klores Communications as its new AOR, shifting much of its PR work away from Rubenstein Associates.

The chain switched agencies as it begins a push to expand beyond its New York base, where its stores are most heavily concentrated.

Modell's issued an RFP last month, and awarded the contract to DKC soon after, according to Scott Miranda, an EVP in DKC's sports division.

He described the value of the account as "north six figures."

Rubenstein EVP Pat Smith said the agency has worked with Modell's for the past ten years. Rubenstein will still retain a smaller portion of the company's PR tasks, but Smith declined to explain what the specific breakdown of duties would be.

DKC plans to assist Modell's with community relations, branding, store openings, and other tasks.

"We're going to be helping them roll out a number of new stores along the northeast corridor," Miranda said. "[They're] opening one in Boston ... and plan to open other locations down the road."

With branches also opening in Philadelphia and Washington, DC, Modell's hopes to establish itself more firmly in all major northeast markets, said Miranda.

Jim BelBruno, Modell's VP of marketing, did not return a call before press time. DKC said it did not know which other agencies pitched for the account, or how many.

The agency said that it will tap many of its various practice groups for work on the account, including sports, consumer, corporate, media, and others.

 

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