PLAYA VISTA, CA: Belkin named Formula its AOR as part of an effort to heighten consumers' association between its products and brand. Following a competitive review, the agency sealed a one-year contract with a mid-six-figure budget.
The company's product categories are: networking, including products such as routers; mobility items such as iPad add-ons and cases; and “eco-conscious” products.
“They're trying to put a face to the brand,” said Formula CEO Michael Olguin. “They want to build an emotional attachment to the brand so the consumer is making cognizant decisions to buy the brand.”
A source noted that the final review stage involved five agencies and no incumbent, as the company had not had a PR AOR within the last year.
The scope of work includes social media and media relations. It will also encompass influencer strategy within the national media and consumer tech space and integrated marketing programs, such as brand partnerships.
“We have an emerging consumer technology practice,” said Olguin. “This is a really big win for us.”
Among its consumer portfolio, the agency currently works with technology brands Mophie and Qualcomm. It recently won the Rhone Valley Wines account and has achieved 28% year-over-year growth for 2010.
Belkin declined to comment for this story.