LOS ANGELES: Internet pharmacy drugstore.com has selected GolinHarris as its AOR.
For the past few years, the company had been using other agencies on a project-by-project basis but decided to consolidate its PR resources with a full-service, national firm, according to Greg French, drugstore.com director of PR.
French noted that the decision is about making resources work harder.
"We are a dot-com survivor," he said. "We are a company that is striving to be profitable over the long-term."
Terms were not disclosed. GH won the account in a competitive pitch.
The PR team is still finalizing the details of the PR efforts, but French noted that the outreach would focus on educating consumers and also emphasize branding.
"We've given them one mandate: to drive traffic to our website," he said. "It's a strategic approach to communications as opposed to tactical."
GH will also oversee media relations, grassroots efforts, and viral and internet outreach.
It is currently helping the company prepare for the holiday season.
The account, which is being led out of GH's LA office, will also involve the Chicago, DC, and New York offices, on an as-needed basis.
In the company's early history, it worked with other agencies including NewYork-based Trylon Communications, which was its AOR.