Positec selects RF|Binder as US AOR

NEW YORK: Positec, a worldwide power tools company, has selected RF|Binder Partners as its US AOR, following a competitive search that began in December 2010.

NEW YORK: Positec, a worldwide power tools company, has selected RF|Binder Partners as its US AOR, following a competitive search that began in December 2010.

RF|Binder is on board to generate media coverage via executive Q&A's and corporate features, and build greater public awareness for Positec. Anuj Baveja, MD at RF|Binder, told PRWeek they are about to launch a campaign focused on increased US coverage in the national and local media for the Suzhou, China-based company.

"We feel we have attained a size when the time is right to embark on a campaign that communicates the company's achievements to all its audiences," said Tom Duncan, Positec's US CEO. "We recognized that RF|Binder has a strong track record of launching new brands and bringing international companies to the U.S. While our Rockwell and Worx home improvement tools and accessories are well known in North America, our company is not."

The RFP, which was issued at the end of 2010, saw pitches from a "few mid-sized agencies, all based in New York," Duncan added. This is the first time Positec has hired an AOR to handle its corporate visibility in the US. The company does work with another agency, which Duncan declined to name, that handles product PR.

Positec was the first supplier to be named Lowe's Innovator of the Year in November 2010. The company manufactures home improvement tools and accessories brands such as Rockwell and Worx. Positec, which employs more than 4,000 workers in 12 countries, reported $350 million in sales in 2010.

Two-thirds of the company's sales are generated from North America, according to Duncan. Since 2005, the company has grown from two US-based employees to more than 100.

"Within the last week, we announced Positec's local expansion and relocation in Charlotte, NC, highlighting the company's long-standing commitment to the area," Baveja said. "Not only did they increase headcount by 60% just in the last year, they pride themselves on supporting the local business community."

As a private company, Positec was not able to disclose its PR budget.

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