NEW YORK: Hoover's, the business information company, has hired Kwittken & Company as its AOR in an account valued in the "low six figures," according to the agency.
Aaron Kwittken, the agency's CEO, said via e-mail that "We will be handling traditional [b-to-b] media/analyst relations, blog management/relations, [and] thought leadership around [its] data."
The agency's first initiative, which has already begun, is to "build a thought leadership platform" surrounding the Hoover's Index, a product that measures the interest in a specific company from the business community at large.
Hoover's did not issue an RFP for the account.
"We did project work for Hoover's last year, which evolved into a formal AOR relationship," Kwittken said.
Kwittken exited his past post as CEO of Euro RSCG Magnet at the end of 2005 in order to start his current agency.