SAN MATEO, CA: Price-comparison website Nextag has selected MWW Group as its first AOR, following a two-round RFP process involving six agencies.
Nextag launched the RFP process to find an agency to help it build brand awareness and consumer engagement across both traditional and social media channels, said Diana Silva, senior director of marketing at Nextag. She added that the company picked MWW because of its “innovation” and “strong understanding of the e-commerce and online retail spaces.”
“We want people to know who we are,” said Silva. “Even though we've been around for 10 years, we've never had an official PR agency working for us before.”
A core team of five employees at MWW will work on the account, but the agency will also pull staffers from its consumer, corporate communications, public affairs, and government relations divisions for projects, said David Herrick, EVP and GM at the firm's New York office.
By increasing Nextag's Facebook, Twitter, and blogger outreach, the agency will attempt to raise brand visibility among consumers, merchants, and stakeholders.
“Nextag is one of the most successful e-commerce companies that most people have never heard of,” said Herrick. “Tens of millions of online shoppers use Nextag every month and just don't know it, so our job is to make sure that they do.”
MWW began to introduce the company to key media outlets, bloggers, and trade journalists as soon as it was assigned the account in August, he said, adding that the firm is also working with Nextag on digital efforts.
“We have a mobile site and mobile apps and many more things coming in that space, so that's another area that they are helping us with already,” said Silva.
The agency created press releases and worked on outreach for Nextag's Radar mobile app, launched last month.