NEW YORK: Dan Klores Communications has won a one-year account to promote the flower retailer FTD.
DKC's work will focus on promoting FTD to consumer media, as well as highlighting various holiday-themed offerings and product launches by the company. Already, the firm has touted FTD's partnership with designer Todd Oldham and has run campaigns around "Good Neighbor Day" and "National Coming Out Day," said DKC EVP Liz Anklow, who is leading the account.
"It's sort of getting the word back out there that FTD has some really interesting offerings, especially with this relationship with Todd Oldham," she said.
Anklow added that "nobody really owns Halloween in the floral category," and DKC plans to help FTD capitalize on that vacuum in the market. Oldham has designed several Halloween-themed floral displays that are now for sale on the company's Web site.
"So many more adults are having really serious adult Halloween parties," she said. "They're just using it as an excuse to entertain, and this sort of stuff... can really make a difference in the décor."
Anklow cited Thanksgiving, Christmas, Valentine's Day, and Mother's Day as other strong holidays for which DKC would help FTD secure consumer press.
"We're doing a lot of long-lead pitching," she said.
FTD did not have a consumer agency previous to this RFP, Anklow said. DKC began its work on the account about two months ago. The account, serviced by five staffers, is led out of New York.
The agency won an RFP against "two or three" other firms, Anklow noted. She said the client would not disclose who else pitched for the account.