He also confirmed that incumbent MSLGroup – the agency came on board in February 2010 as the brand's first PR AOR – is participating in the review alongside seven other agencies located in various US regions.
“We specifically looked at those agencies that we thought had the right experience and the agencies that some of our employees had experience with,” he said. “It wasn't geographic.”
Keurig is a subsidiary of the publicly traded Green Mountain Coffee Roasters, which experienced significant growth in 2010. According to the company's earnings report, Q4 net sales for the Keurig business unit were up 64% year-over-year.
CEO Lawrence J. Blanford stated in the earnings release, “We estimate Keurig systems are currently active in approximately 6% of the 90 million coffee-drinking households in the United States, and we believe there is room to expand our presence going forward,"
Stevens, who is one of the first four employees at the 13-year-old company, attributed the agency review to such growth and the desire to make sure the team has the “latest and greatest thinking that's out there from a PR standpoint.”
The agency will support all aspects of consumer and corporate PR via social media and traditional vehicles.
“We want to advance the brand to be more ubiquitous than it has been,” he said. “We want the opportunity to be able to continue to discover new avenues of recognition, which are critical to any company growing as fast as we are.”
The company has not yet secured a budget, he said. “We'll see what comes out of [the review] and formalize it from there.”