Joico hires Allison & Partners as AOR

SANTA CLARA, CA: Professional hair-care brand Joico has hired Allison & Partners as AOR for consumer PR. The selection followed a competitive review.

SANTA CLARA, CA: Professional hair-care brand Joico has hired Allison & Partners as AOR for consumer PR. The selection followed a competitive review.

Allison & Partners will manage the account from New York, where its beauty practice is based. The scope of work includes media relations, social media, digital campaigns, product launches, consumer activations, events, partnerships, and sponsorships.

The company selected Allison & Partners for its consumer PR experience, as well as the firm's size and the creativity of its employees, said Valerie Robinett, director of PR at Joico.

“We're trying to bring some new life into Joico at the consumer level, and we really felt they could do that for us,” she said.

In the past, Joico had one agency manage both consumer and trade PR, but it decided to bring its trade PR in house and have Allison & Partners focus specifically on consumer outreach. Robinett declined to name that agencies that Joico has worked with in the past.

“The big difference here is we went to an agency that didn't have one specialty, except for the fact that their specialty is consumer, and that's what we need right now for Joico,” she said.

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