Shift Communications wins Hoover's account

BOSTON: Company and industry insight website Hoover's, Inc. hired Shift Communications as its AOR for social media and traditional PR.

BOSTON: Company and industry insight website Hoover's, Inc. hired Shift Communications as its AOR for social media and traditional PR.

Hoover's looked at up to ten firms for the work, but ended up sending an RFP to only five of them, said Hoover's VP of Marketing James Rogers. The RFP process started in early September last year, and lasted about a month and a half.

Before Shift, Hoover's employed Kwittken & Company as its AOR since 2005. Kwittken said they were not invited to pitch for the work.

Kwittken CEO and managing partner Aaron Kwittken, who worked the Hoover's account on a day-to-day basis, said the agency wouldn't have pitched for the work if they had been invited, due to creative and strategic differences.

Rogers said he picked Shift to expand the social media footprint of Hoover's, and for their hybrid social media/traditional PR offering. “They were one of the very few agencies that have done both,” he said.

Rogers declined to name the other agencies who pitched for the work, or the size of the job. Shift Principal Jim Joyal said five people are working the account full-time, led by Shift VP Catherine Allen out of the agency's Boston office.

The work started in October, said Joyal.

Shift's Allen will report to Pat Colpitts, director of marketing communications at Hoover's.

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