NEW YORK: Crate and Barrel (C&B) hired Clifford/Bratskeir PR (CBPR) as its first AOR for a one-year account.
The retailer decided to hire an AOR largely because its new CEO, Barbara Turf, who came on last month, charged it with adopting a proactive messaging strategy, according to Bette Khan, C&B's PR director.
"We figured out that we were a more-than-billion-dollar company, and we were not running it like [we] should," she said. "[Turf] wanted to take us into the modern age."
The agency, which was formally selected June 1, is focusing on media and blog outreach, the development of green and CSR programs, and promotions for new C&B stores, as well as its brand of CB2 stores, which are positioned as contemporary and affordable.
Media targets include men's, women's, travel, leisure, and lifestyle publications, as well as consumer blogs, according to Mike Clifford, CEO of CBPR.
CBPR and C&B are developing a tagline for the push, which will include separate strategies for each set of stores, he added. Clifford said the account is in the six figures, but Khan declined to comment.
C&B did not issue an RFP; instead it chose the agency based on its relationship with Clifford that dates back to 1995, Khan noted.