Unicef previously worked with JS2 Communications, but decided to look for a new AOR because "our needs changed in terms of a new strategic plan and new leadership," said Lisa Szarkowski, VP of PR for the US Fund for Unicef.
There was no formal review, but Unicef had interacted with PMK in the past through its work with celebrities. After the merger with BNC, Szarkowski said, "we were really excited to hear of their brand and corporate brand development work."
The agency will provide PR and communications support for Unicef and its signature fundraising events such as Trick-or-Treat for Unicef, which is celebrating its 60th anniversary this year. PMK-BNC will also focus on high-level corporate partnerships for Unicef and the organization's relationships with sports leagues.
"The skill set that PMK-BNC brought was very much in line with our fundraising priorities and their expertise matched our needs in a way that was significant," Szarkowski said. She declined to provide financial details of the account.
Unicef was pleased with JS2's work, particularly around media relations, Szarkowski said, and hopes to work with the agency in the future.
PMK-BNC will provide bi-coastal support for Unicef, but the New York office will lead the account due to its proximity with the organisation's headquarters.