NORTHRIDGE, CA: Pharmavite, maker of Nature Made vitamins and Soyjoy nutrition bars, named Porter Novelli its AOR after a procurement-led review. Douglas Jones, corporate communications and PR manager for the Northridge, CA-based company, noted PN's advocacy work and its strength in strategy as reasons for its selection.
The work began October 13. The agency's food, beverage, and nutrition practice in Washington is leading the account, although it will be integrated with the New York and Los Angeles offices, said Tracy Stout, SVP of the food, beverage, and nutrition practice.
The agency, which has worked on the Soyjoy brand since February 2008, was invited to pitch the AOR account in August, said Jones.
The account encompasses the Nature Made and Soyjoy brands, as well as corporate communications. Budget information was not disclosed, but Jones said the account is “substantial.”
Jones declined to say how many agencies were invited to pitch but said that three agencies, including PN, were in the second and final round.
CarryOn Communication, the company's AOR for the last eight years, was not invited to pitch the account, said Kevin Grangier, founder and CEO of the Los Angeles-based agency.
“They did a great job but life changes,” said Jones. “The goals and the objectives for the brand changed.”
He noted that the agency was also selected because of how it had executed past high profile programs for Pharmavite.