MADISON, WI: Remington, a division of Spectrum Brands, recently selected Clarke/Eric Mower and Associates (Clarke/EMA) as AOR for its North American men's grooming and shaving products. The contract, which was won after a competitive review, is for approximately a year.
The company, which had worked with an undisclosed agency on a project-to-project basis in the past but not an AOR, aims to revamp its PR efforts, in addition to its advertising function, according to Jim Heidenreich, VP of global branding and North America marketing. Heidenreich, who was hired about four months ago, played a key role in the review.
Clarke/EMA is assisting with communications efforts to extend awareness of Remington's products, particularly the company's offerings to a younger demographic.
“Through media outreach, we're showing the Remington brand and its products [are] as new as anything on the market,” Heidenreich explained. “[We're not] your father's Oldsmobile.”
The agency will target both national and regional media outlets, in addition to social media, by tying products into how devices fit into men's overall style. As Remington's fiscal year begins October 1, Heidenreich said the team is still discussing how to best allocate the PR budget.
One of the agency's first initiatives will be to create awareness for the new devices, like the Shortcut Clipper, for the upcoming holiday season. It will do so through events like the Details Block Party in New York in December.
Another plan slated for around the holidays is to create a microsite for the PG-350 personal groomer, featuring women discussing their preferences in men's grooming habits, with support by a grassroots effort, said Patricia Courtois, partner at Clarke/EMA. She noted that as purchasers for men of these items, women are also a target audience for Remington's initiatives.
Heidenreich added, “Our business is largely seasonal… [inasmuch as] many of our products are given as gifts.”
Four agencies were invited to pitch in the three-round review, which took place over a two-and-a-half month period.
The firm began its work with Remington in July, though the relationship was only recently disclosed.
“Clarke/EMA was chosen because they came in with a plan that could be quickly executed and that we are presently moving forward with,” Heidenreich said.