NEW YORK: After a competitive RFP process involving four agencies, Evian Natural Spring Water has selected Syndicate Media Group as its AOR.
As part of the search, Evian, a brand of Danone Waters of America Inc., sought an agency to help increase brand recognition among consumers by using integrated communications strategies. The company's former AOR, MS&L Group, was part of the review, which ended in mid-June.
“It was a very obvious choice,” said Jerome Goure, VP of branding/marketing for Evian USA. “The level of strategic vision from Syndicate was extremely high and it really blew us away.”
Syndicate founding partner Nima Abbasi said the goal for the agency is to reinforce Evian's ‘Live Young' message to consumers in key markets, including New York and Miami. Eight execs from the firm's New York and Los Angeles offices will work on the account.
“One of the big key objectives is to really establish a national relevance for Evian through all types of media—print, online, and broadcast,” Abbasi added. “On top of that, we want to make sure that locally we engage and create proximity with their target markets and key influencers.”
Syndicate's “360 program” for Evian will include events and activities, influencer outreach, and advertising. The agency will also work on the PR-driven and communications aspects of Evian's social media channels.
“So far, we are extremely happy with the level of delivery and the consistency with what we saw during the pitch process and what has happened in real life,” Goure said. “Sometimes you have an agency give the best during the pitch, and then afterward you see nothing, and that is not the case with Syndicate.”
He added: “They are really living up to our expectations."
The agency began planning work with Evian on July 19; the relationship is effective starting in the fourth quarter. Earlier this month, Syndicate was named the AOR for JetSuite, a California-based private jet operator.
Evian also recently signed MKG, the company's event partner of record for the last year and a half, as its social media AOR. MKG and Syndicate will be working together closely to ensure that all elements of Evian are accurately presented to consumers and target markets, Abbasi said.
Darrell Coetzee, managing director at MKG, said he was eager to get started.
“As two agency teams, in terms of philosophy we're pretty closely aligned," he said. "The great thing about us working together is that we share a similar mindset and the plan going into 2012 was definitely a collective plan.”