BENTON HARBOR, MI: Whirlpool Brand has selected Peppercom as its AOR, beating out Airfoil PR. Peppercom replaces Zeno Group, which had served as Whirlpool Brand's AOR for seven years.
"Peppercom demonstrates a unique client relationship value," said Audrey Reed-Granger, director of PR for Whirlpool Brand. "The agency appears to assemble high-quality teams, and has a multi-disciplinary approach to integrated marketing and communications."
In a pitch process involving both word-of-mouth marketing and more traditional media relations tasks, Peppercom "brought outstanding concepts and ideas," she added.
Steve Cody, MD and cofounder of Peppercom, noted that digital work, such as blogging and podcasts, would play heavily into the agency's work for Whirlpool, as will word-of-mouth initiatives.
"Whirlpool does have that great equity and legacy of trust and being there for consumers," he said. "What we can do is leverage the strength of the existing name, but make it more forward-looking and forward-thinking by engaging in a dialogue that matters to consumers."