WOONSOCKET, RI: Summer Infant has tapped Duffy & Shanley to promote its Prodigy Infant Car Seat and Travel System, after a competitive review.
“For the company, this is major: They are brand-new to the car seat category,” says Annette Maggiacomo, VP of public relations at Duffy & Shanley, an integrated firm based in Providence, RI.
Maggiacomo, who has more than 11 years experience in the juvenile product arena, said it was her contacts with Summer Infant senior management that led to Duffy & Shanley's bidding for the account. She added that two other agencies also bid for the job, but she was unsure of which ones.
Previously Duffy & Shanley has represented Summer Infant competitor Dorel Juvenile Group, whose brands include Safety First, Quinny, and Max-Cosi.
While declining to reveal the size of the account, Maggiacomo says eight agency staff, including four in PR, two in advertising, and two in media sales, will work on the account. Duffy & Shanley's work began in the fall of 2010 and will run into 2012.
Maggiacomo adds that the agency will not deal with the company's recall in February of baby monitors allegedly related to two infant deaths, nor Summer Infant's acquisition of BPA-free baby product company BornFree last month.