RALEIGH, NC: French/West/Vaughan (FWV) has been tapped by Setzer Design Group to assist the yacht manufacturer with brand strategy, media relations, and marketing.
The company interviewed about a dozen agencies and undertook a formal review, according to FWV CEO Rick French. He declined to disclose billings.
French said his agency was chosen based on its previous experience with boat retailer MarineMax and its branding expertise.
French said that founder Ward Setzer, who is much lauded in the boat design world, has been approached to do branded signature-line boats that would be a "bridge-line" from his current multi-million dollar customized versions.
"We'll work with them on analyzing whether it is the right thing for his business," French said.
Charles Upchurch, FWV national media relations director, will be the point person for the 3-person team. He previously led the MarineMax account.
The agency will reach out to business and lifestyle magazines with an affluent readership, as well as the nautical trades.