NEW YORK: The Sterling Style Council, the organization for the sterling silver industry, has selected Weber Shandwick as its AOR.
The council submitted a formal RFP, and four agencies participated in the review. Council president Tim Riddle declined to disclose the other three finalists and the account amount.
"The challenge is to drive awareness and to make sterling silver relevant again," Riddle said, adding that the sterling silver market has been in decline for the past forty years.
"We're looking for that to flatten and move to the other direction."
WS will manage the account from its New York and Chicago offices and devote five or six people to the account. Chicago-based EVP Janet Cabot and NY-based EVP and creative director Lisa Travatello will lead the account.
"Weber Shandwick demonstrated that it had relevant experience through campaigns for the milk and pork [industries]," said Riddle, who is also president and CEO of the silversmith company Reed & Barton.
The group, first formed in 1919, was initially called the Sterling Silver Manufacturers Association. The name changed to Sterling Silversmiths Guild of America in 1926 and the Sterling Style Council in 2004. The council changed its name because the issues affecting the industry had less to do with the silversmiths and manufacturers, and more to do with marketing and PR.
WS will seek to reach out to a number of the key target consumer magazines and influencers, she said.
"Changing perception is a very macro assignment," said Gail Heimann, president of WS' consumer marketing practice and president of NY office.
The sterling silver flatware manufacturers and marketers consortium includes members Gorham, Lenox, Lunt Silversmiths, Reed & Barton, and Syratech. Weber Shandwick is part of the Interpublic Group of Companies.