MONTVALE, NJ: Mercedes-Benz USA hired Alison Brod PR as its AOR to handle lifestyle brand PR, as well as PR initiatives surrounding its various Fashion Week sponsorship activations.
The review launched several months ago and included a handful of undisclosed small to mid-sized lifestyle agencies.
Adam Paige, department manager for brand PR at Mercedes-Benz USA, told PRWeek via e-mail, “We launched the agency review…in an effort to evolve our PR activations and initiatives surrounding the Mercedes-Benz Fashion Week sponsorship.”
The brand PR unit of the company most recently worked with Full Picture for its Fashion Week activities, and the agency will remain on its roster focusing on special projects in 2011, he stated. Full picture confirmed that it did not participate in the review.
The company said it currently works with a number of agencies. It had also previously worked with Porter Novelli on corporate communications, but took the business in-house about two years ago, the agency confirmed.
“We chose Alison Brod PR because we feel they exhibit experience with our brand's varied consumer target,” stated Paige.
The agency will support the brand with consumer, entertainment, fashion, and social media communications, and spearhead PR initiatives for IMG's February and September Fashion Weeks, as well as Miami's Fashion Week Swim which takes place in July.
"I love that they are open to fresh ideas and admire that they were early to get behind Fashion Week," stated founder and president Alison Brod via e-mail. "There are a lot of other compelling initiatives in other areas that are being developed as well, so the future is exciting."