SAN FRANCISCO: Plantronics hired North of Nine Communications as AOR to boost brand awareness of the audio communications company.
The boutique communications agency, recently launched by Burson-Marsteller, will develop and execute media campaigns in an effort to showcase Plantronics as a leading brand in technology innovation, design, and corporate leadership.
“We have some really interesting big stories that we are trying to tell and they will be a great partner to work with,” says Russell Castronovo, director of global communications at Plantronics.
Voce Communications previously handled PR for Plantronics, but Castronovo explained that the company decided to seek out an agency partner with whom it had better synergy. Following an informal search process, Plantronics selected North of Nine after being impressed by the agency's energy, strong understanding of communications challenges, and dual expertise in the consumer and enterprise tech sectors.
PR efforts will mainly consist of media relations with business, consumer and enterprise IT trade outlets.
Mary Ritti, partner at North of Nine, will lead the account and play a support role to Castronovo.
“We built North of Nine to focus on innovation and how it affects our lives every day,” Ritti said . “Plantronics is a perfect fit because they have been reinventing the way people communicate for more than 50 years.”
Plantronics declined to disclose the budget or terms of the account. Its previous account with Voce was worth approximately $600,000 annually, plus project work.