Netflix hires BWR based on agency's entertainment experience

LOS GATOS, CA: Netflix has selected Beverly Hills-based BWR PR as its new agency. The online DVD rental company had been working with Kaplow Communications for the past year.

LOS GATOS, CA: Netflix has selected Beverly Hills-based BWR PR as its new agency. The online DVD rental company had been working with Kaplow Communications for the past year.

"It's safe to say that PR is becoming an increasingly important part of the marketing mix here," said Ken Ross, VP of corporate communications. "We want to build an iconic consumer brand."

The company, which launched in 1999, recently passed three million subscribers. It is also largely credited with putting pressure on brick-and-mortar rental companies, such as Blockbuster and Wal-Mart, to eliminate late fees and make the rental process more user-friendly or even internet-based.

"Our sole focus is on the internet and movies, and that allows us to do this better than anyone else," said Ross. "For consumers, the movie rental business has been defined by limited selection, poor service, and punitive late fees. We turn that experience on its head."

Netflix selected BWR - a wholly-owned Ogilvy PR subsidiary - because it is "extremely well positioned in the entertainment marketplace, as well as with celebrities and the movie studios," said Ross.

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