SAN FRANCISCO: Skyy Vodka issued an RFI as it searches for an AOR to support a new marketing campaign and strategy targeting Millennial consumers.
Based on capability presentations from ten small- and mid-sized firms that received an RFI, the company plans to invite four firms to participate in a formal RFP process slated to culminate in April. The company did not invite its seven-year incumbent, The Rose Group, to participate in the review. The agency, which had worked on the business out of its Los Angeles office, declined to comment.
Dave Karraker, director of PR and events, confirmed that it's a closed review and the company is not looking at any new agencies at this time.
“We thought it would be a perfect time to evaluate our approach to PR and events, particularly as it relates to the habits of the Millennial consumer,” he stated. “Through our search we hope to find an agency that is a true partner in uncovering new ways to reach this consumer beyond traditional media.”
The new AOR will be responsible for media relations, events, online buzz building, influencer marketing, and coordination with Skyy's current social media agency The Barbarian Group.
“We want to approach influencers on their own level and create multifaceted programs that reach consumers wherever and however they consume and share information,” he explained. “We are looking for a big-thinking agency that can develop programs we can take through the line, into retail, bars/restaurants, and consumer promotions.”
He explained that the company's overall marketing strategy was informed by new Millennial behavioral patterns that eschew conspicuous consumption that was “the hallmark of the 90s and early 00s.”
“They want to be a part of the brand and have it express who they truly are – not who they aspire to be,” he said.
Terms include an annual contract agreement.