West Coast agencies double team Icebreaker account

PORTLAND, OR: Former Nike communications director Lee Weinstein teamed up with JAM Media Collective to oversee PR and US product placement for apparel maker Icebreaker.

PORTLAND, OR: Former Nike communications director Lee Weinstein teamed up with JAM Media Collective to oversee PR and US product placement for apparel maker Icebreaker.

Weinstein is now principal at Portland-based LWA PR, which formed a joint partnership for the Icebreaker account with San Francisco's JAM Media. The Icebreaker account is the partnership's inaugural brief, but the two agencies anticipate teaming up on similar jobs in the future.

Weinstein has handled global corporate communications for the New Zealand-based apparel maker since 2007, while JAM Media will focus on product exposure in the US. Other unnamed agencies handle various other PR functions for Icebreaker.

The team won the account following a formal RFP that included “less than a handful” of other agencies, Weinstein said. The contract is for one year, and a total of six people from both agencies will work on the account.

Founded in 1995, Icebreaker is a privately owned New Zealand company specializing in making pure merino wool apparel that is sold in 30 different countries at 3,000 retail locations.

JAM Media Collective founder and CEO Julie Atherton said the campaign will focus on traditional media and tradeshow exposure, including social media promotions using platforms including Facebook and Twitter. Atherton and Weinstein report to Icebreaker's US marketing manager Molly King.

LWA PR's clients include Facebook, the popular social network that is constructing a 300,000 sq. foot data center in Prineville, OR.

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