LOS GATOS, CA: Netflix has dropped Edelman as its PR agency, and has handed its PR account to Fleishman-Hillard.
The online DVD-rental company worked with Edelman's San Francisco office for a little more than two years. But director of corporate communications Lynn Brinton, who joined Netflix in January after working at Fleishman in San Francisco as a partner and SVP, said the relationship had run its course.
"Edelman is a great agency," said Brinton. "But so is Fleishman-Hillard. And having come from Fleishman, I was better equipped to tap into them and their talent."
Brinton is planning a shift in communications strategy. "We have had phenomenal success in the business media," she said, "so for the last half of this year, we will be broadening awareness in the consumer media."
Fleishman SVP and partner Kelly McGinnis said that since much of Netflix's business comes from word of mouth, the agency will focus on building consumer awareness.
Creating greater brand affinity among consumers is crucial, as Blockbuster Video and Wal-Mart are beginning to experiment with services similar to that of Netflix.
Bob Wynne, deputy GM of Edelman's San Francisco office, said the loss was offset by winning new clients such as WageWorks and the Hagberg Consulting Group.