TORONTO: Indigo Books & Music selects Manning Selvage & Lee as its new AOR in a bid to ramp up its overall PR efforts.
MS&L was quietly brought on in the summer, but “we have only just started ramping up our communication efforts,” said Janet Eger, director of PR for the country's largest book retailer.
Eger joined Indigo last November, after several years as director of communications for upscale fashion retailer Holt Renfrew. She said Indigo selected MS&L following an agency review that included five other firms, including long-time incumbent Edelman Canada.
“We had very rigorous criteria, which included a detailed agency evaluation scorecard for credentials,” said Eger. “It was then narrowed down to an interview with the key players, and MS&L won the business.”
Since then, MS&L has helped Indigo identify strategic PR programs “that can be executed within budget and across the country.”
That has included raising awareness of the five-year-old Indigo Love of Reading Foundation, a registered charity that aims to provide new books and creative learning materials to high-needs elementary schools.
“In fact, this was the first year since its inception that we had significant results from our investments,” said Eger.
She added that because Indigo's in-house PR team consists of just two people, plus an intern, MS&L will serve as an extension to handle work typically done in-house.