NEW YORK: Mobile content provider Handango has named Abelson Group as AOR as it tries to move its branding message from mobile industry standard to mainstream recognition.
Handango offers mobile phone users the ability to download third-party software – like applications, games, and packets of information – to use on multiple mobile service plans and handsets. Liz Erk, a director in the Abelson’s mobile PR division, will lead the account.
Abelson Group will provide media relations, analyst relations, branding/messaging, and viral marketing while helping Handango launch a new mass-market consumer program in the US and Europe.
Ashley Walker, Handango PR manager, said that while the companies were still hammering out details on the PR plan, she said Handango wanted to focus on a mainstream approach.
“We want to take it from the industry [knowledge] to something where your mom and dad know who we are,” Walker said.
Walker anticipates the company can be an ideal resource for morning shows and other media because it works with all the major players, and can therefore offer advice about all phones and services in an unbiased way.
“We can get on the Today show and say, ‘you have a Blackberry; here are applications for it,’” Walker said. “A Treo 700w? We have that as well. When a new phone launches, we have that content ready.”
Jennifer Abelson, Abelson CEO, said that partner relations would also play a big role in outreach efforts, including outreach to software developers, carriers, and handset manufacturers, as well as instituting a blog program. The blog program will involve tapping internal Handango experts to become spokespeople interacting with independent blogs that focused on carriers and the mobile industry.
“We’re going to help them tweak the positioning of the company to migrate from a mobile [content provider] to online retailer,” Abelson said. We’re going to help them broaden their reach; in a way that it’s never been done before.”
The agency beat out incumbent Weber Shandwick, Text 100, and Topaz Partners, among others. Walker praised the incumbent for its tech know-how, said the company wanted a boutique firm that better served its need. Billings are undisclosed.