"We looked to Four Corners because of their expertise in the trade media and Drew's [Kerr, agency president and founder] long history and, frankly, intimate knowledge of the reporters we need to be in front of," Nannis said.
AARP brought in the "more than two" finalists in March, Nannis said, and Four Corners starts work May 1. The contract runs through the end of 2010 with an option to renew. Nannis declined to give financial details of the account.
Four Corners will target media and digital trade publications, including business outlets such as The New York Times and The Wall Street Journal, as a way to reach traditional and digital media buyers, Kerr said.
The media relations team at AARP also works with Coburn Communications in New York, which handles consumer media relations, and Comunicad, which oversees Hispanic outreach. It is the first time AARP has brought in outside help for trade media outreach for its media properties, Nannis said.
"When we look at all of the AARP media properties and the growing reach that they all have, it's becoming increasingly important that, as we compete with media properties that generally are top of mind for a lot of people, AARP [is] in the mix," he added. "Because of our readership and their buying power, we should be."