SEATTLE: Amazon.com has chosen Rubenstein Associates to manage PR for the online retailer's apparel and accessories, jewelry and watches, beauty, and sports and outdoors categories.
"We're impressed by [Rubenstein's] depth of expertise and high-level contacts with regard to lifestyle, entertainment, and fashion media," said Jani Strand, director of product PR.
Rubenstein's first initiative has been to help launch Necessary Objects for The O.C., an exclusive Amazon.com clothing collection inspired by the TV show's stars.
Rubenstein will also focus on the depth and breadth of products available on Amazon.com and the convenience of shopping for those products, whether it's a treadmill or a diamond.
"We also intend to leverage Amazon's trusted brand and the importance the company places on customer service," said Rubenstein EVP Susan Arons. "People know that when they order something from Amazon, they are getting quality."
Amazon.com launched a review late last year, first selecting the Hoffman Agency in December to handle the company's tech platform account, including its search technology A9.
The review continued into early spring, and in March Amazon.com decided to keep its incumbent agencies for category PR, slightly changing the account assignments.
Amazon.com picked Dobbin/ Bolga Associates to support the consumer electronics, home and garden, and gourmet-food categories. Dobbin/Bolga previously managed PR for electronics, furniture, and housewares.
Amazon.com also stayed with MWW Group, which now supports media products, including books, music, DVDs and videos, and software. Previously, MWW handled books, movies, music, food, apparel, and jewelry.
The apparel and accessories, jewelry and watches, beauty, and sports and outdoors categories were handled in-house until the selection of Rubenstein.