NORWELL, MA: Music-industry giant the Avedis Zildjian Company, the world's best-known and largest manufacturer of cymbals and drumsticks, has selected Schwartz Communications to implement PR programs for the company's 380th anniversary and the 2003 American Drummer Achievement Awards ceremony.
Both agency and client cited Schwartz's diverse background and special-event experience as reasons of the hire. Budget figures were not disclosed.
The focus of the anniversary campaign will be on media relations. "We're taking the ancestry and emphasizing the family, bringing a human element to the cymbal itself," said Schwartz VP Jim Weintrebe.
Zildjian is the oldest, continuous family-owned business in the US. The Zildjian name was handed down to Armenian patriarch Armand, an alchemist, by a Turkish sultan in 1623, and literally means "son of a cymbal smith." The company, family, and secret alloy moved to Massachusetts in 1929, and the company grew to become the largest cymbal manufacturer in the world, now helmed by CEO Craigie Zildjian.
Schwartz will also handle the American Drummer Achievement Awards, held every five years to raise scholarship money for aspiring drummers studying at Berklee College of Music. This year's event will be hosted by amateur drummer Bill Cosby, and will honor legendary jazz drummer Tony Williams.