SEATTLE: Seattle's Best Coffee has named DeVries Public Relations its AOR. The agency will provide general counsel for all products, including media relations, product launch support, and brand management.
Lisa Pearson, New York-based MD of DeVries' home and life-style division, will lead the account.
Pearson said the firm would focus initially on raising the brand's profile among the national media.
"Since the brand isn't super well-known with the national media, we will help raise awareness through fairly straightforward channels," she explained.
Founded in 1970, Seattle's Best was acquired by Starbucks in 2003. It is now a wholly owned subsidiary. Pearson said the two brands were very different and targeted different demographics.
"They're positioning is as a coffee for an everyday consumer, and they try to make the coffee very approachable," Pearson said. "We will talk about the brand that way."
Seattle's Best issued a formal RFP and had no incumbent AOR.