NEW YORK: Green Mountain Coffee Roasters has announced the hire of Sloane & Company to handle its strategic financial and corporate PR, following a competitive RFP that was issued last fall.
The agency won the assignment in December, but the account was not made official until now, said Elliot Sloane, CEO of Sloane & Company. Green Mountain joins the agency's other clients such as American Express, Cablevision, and TiVo.
Account work will also include support of the company's CSR initiatives, which includes free trade coffee, and local growing communities in South America.
Since beginning work with Green Mountain, Sloane has supported the company on recent partnerships with Dunkin Donuts and Starbucks. Sloane would not comment further on upcoming projects.
Suzanne DuLong, VP of IR and corporate communications at Green Mountain, was not immediately available for comment.
Last month, Keurig, a wholly-owned subsidiary of Green Mountain, selected Massachusetts-based Gear Communications as its AOR.