SAN FRANCISCO: Imeem, a social media network, recently hired Allison & Partners (A&P) as its AOR, after a competitive review, to help the company expand consumer awareness.
A&P, which began work in August, is helping Imeem to roll out an effort to reintroduce the site, which launched in March 2006, to consumers, according to Matt Graves, Imeem's VP of marketing and communications. Tactics will include outreach to media outlets ranging from Entertainment Weekly to the blog Silicon Alley Insider.
The company will also try to get attention for its services when competitor MySpace launches its MySpace Music site, expected to debut this fall. Graves noted that the company will aim to both build on that attention and differentiate itself from the new site, by highlighting the four major record labels that Imeem works with.
“MySpace Music may be launching, but our task with Allison & Partners will be to remind people about our own capabilities, and how we fit into the overall market,” Graves said.
Jonathan Heit, SVP of digital media and technology at A&P, added, “We want to immediately get out in front of that story, and participate in the conversation with Imeem capabilities, like being the first to create an embeddable playlist to put on blogs.”
A&P was chosen after an RFP in June for its ability to work face-to-face in San Francisco, and its strong contacts with trade media, as well as entertainment media like People and US Weekly, Graves said.
Outgoing AOR, Atomic PR, which declined to comment, was not part of the review.
“We worked [with] them just prior to getting licenses with all the major music labels,” Graves said. “They were effective in marking our jump from a small social network.”
Four agencies competed in the two-round review.