SAN LEANDRO, CA: The North Face recently hired the Aloft Group as its global corporate communications firm after a competitive bid between five agencies.
North Face, a division of VF Outdoor and retail manufacturer of outdoor equipment and apparel, hired the firm because it, “feels like a boutique organization, but has offices in Europe and Asia,” said Letitia Webster, director of corporate communications and sustainability at North Face. “Those are key markets for us.”
She explained that the company was looking for a firm to help develop its internal corporate messaging, including an activity-based model, a focus on its sustainability platform, and an intranet system. The relationship was effective July 1, though only made public now.
“Developing an intranet is one of the key communications platforms for global associates with North Face,” Webster said, noting that global affiliates had never been connected beyond e-mail and servers.
In addition, North Face is celebrating its 40th anniversary and undergoing research, design, and development organizational changes, and needed a firm to aid growth.
“We have grown tremendously over the past 10 years and have a plan to continue,” Webster said.
North Face will continue to work with Ruder Finn, its US AOR for more than six years, on external communications strategy, including US media relations, product-specific initiatives, and strategic counsel.
Webster confirmed that Ruder Finn responded to the RFP and competed for the business, but did not name the other competitors. The agency was not immediately available to comment.