MILWAUKEE: Harley-Davidson has decided to stay with Lagrant Communications as its lead African-American and Hispanic PR agency after a recent formal account review. Lagrant has been the company's multicultural agency for the past two years.
Paul James, communications manager at Harley-Davidson, said it re-upped with Lagrant because the agency "has done great work and I thought [it] really stepped up with some interesting new ideas."
James said that the company considered choosing two separate agencies for African-American and Hispanic outreach, but ultimately decided against it.
"The truth is that when you split up budgets, it tends to make you less effective," said James. "We feel Lagrant is very well-equipped to serve both markets. That's why we decided to keep it one place."
Kim Hunter, Lagrant president, said its Los Angeles office will continue to lead the account, which will involve "heavy media relations" targeting major trade and national publications.
"Our single biggest challenge is developing and maintaining relevance for the experience of motorcycling among both markets," James said. "We know motorcycling, specifically heavyweight motorcycles, doesn't appeal to every person in the US.
But we think there's an element of these markets to whom we can be relevant."
Lagrant beat out specialist firms such as Burrell Communications and Matlock Advertising & Public Relations, as well as the diversity practices of mainstream agencies such as Weber Shandwick, Edelman, and Fleishman-Hillard.