Financial details of the account are still being finalized, but Karin Mahoney, director of communications for BSC and ISPA, said the account will be around $250,000 to $300,000.
ISPA, and its consumer and education arm BSC, sent RFIs to agencies in December, and narrowed it down to three finalists in early 2010: CJP, New Marketing Labs, and Collective Bias. Incumbent Fleishman-Hillard was invited to pitch, but declined to re-bid, said Bill Pendergast, GM of Fleishman-Hillard's Washington office, which ran the account. The agency had worked with BCS and IPSA since early 2003.*
ISPA is looking to promote its message that a good mattress is the key to a good night's sleep, Mahoney said."We were at a crossroads and, now with such a big push on social media, we really felt that it was an opportune time to take a new path with our overall communication outreach," Mahoney told PRWeek. "We wanted to start incorporating newer forms of media and just felt it was the right time to reach out to other agencies."
CJP will work on all aspects of communications for the company, including traditional media outreach, social media, branding, and digital communications. Mahoney said the company will meet with CJP in the coming weeks to plan communications outreach.
"They had a great amount of new and social media in their overall presentation for us," Mahoney said, "and they also have a great balance of traditional forms of media, which for our specific organization, we need."
*A previous version of this article implied that Fleishman-Hillard did pitch for the account. PRWeek regrets the error.