ATLANTA: Brand acquisition and management company NexCen has named Ogilvy PR Worldwide corporate AOR and lead agency for all of its franchise management brands, which include MaggieMoo's Ice Cream and Treatery, Marble Slab Creamery, PretzelMaker, PretzelTime, and The Athlete's Foot.
Jenn Johnston, SVP of brand marketing at NexCen, said on the brand side Ogilvy will be tasked with raising awareness and helping to drive sales of its stable of quick service restaurants and franchise retail brands.
"They will be doing national PR for all of those brands and work to get key message points out," she added. "It will be consumer outreach for the brands and PR on a national and local level for key markets."
Johnston said the firm will run separate projects for each brand with "one central contact running our business, but various individual teams working on brands." Campaign specifics for each project are currently being defined, she noted.
Ogilvy has begun work on the MaggieMoo's Ice Cream brand. In December, the firm did media relations work around MaggieMoo's association with Toys for Tots and the Elizabeth Glaser Pediatric AIDS Foundation.
"It generated tons of hits and got Maggie into OK magazine and on Entertainment Tonight," Johnston said.
"We will be doing a lot of brand-building," noted Barby Siegel, MD of Ogilvy's consumer marketing practice. "Our work will focus on national and key regional media."
As its corporate AOR, Ogilvy will work on raising the profile of the NexCen brand within the business community. Siegel said the corporate work will involve business media relations and executive positioning.
"There will also be communications with stakeholders on Wall Street and franchisees," she said, adding that the firm will initially have 10 to 12 individuals working on the entire account from its consumer and corporate teams in New York and Atlanta.