BOSTON: USA Today has hired Arnold Corporate Communications, part of Arnold Worldwide, as its first ever AOR.
The work will focus on raising the profile of the paper, its content, and its personnel, as well as strengthening its brand.
"We'll be working to help profile and promote its people, journalists, the coverage, and reporting," said John Isaf, SVP and group director of ACC.
The agency will also help the paper celebrate its 25th anniversary this year, and promote the relaunch of usatoday.com. Anniversary work will go on throughout the year, but will hit a high point in September.
USA Today did not issue an RFP for the account, according to Isaf. Arnold has worked with it on project-based branding issues over the past year.
The task will be led jointly out of ACC's Boston and DC offices.
Ed Cassidy, VP of communications and event marketing for USA Today, said it decided to finally hire an AOR because its brand development and addition of new products made more personnel and "creative brains" necessary.