DENVER: Quiznos hired Shift Communications as consumer AOR, effective January 2010. The sandwich shop chose Shift out of five agencies that were part of a multiple-round RFP at the end of 2009.
Quiznos is specifically looking to broaden its social media efforts as an integrated part of its PR and communications, Ellen Kramer, EVP of communications for Quiznos, told PRWeek.
"They really came out on top in many ways, primarily because of their social media work and history," she said of Shift. "Some of the clients that they had, I think, were a good fit for the kind of work we wanted to do." She declined to name the other agencies involved in the review or the financial details of the account.
As consumer AOR, Shift will work in conjunction with the company's advertising and digital partners, provide PR and social media strategy, support product launches and events, and work to raise visibility for Quiznos, said Todd Defren, principal at Shift.
The Quiznos win marks the once technology-focused agency's continued march into consumer PR. The account will be run out of Shift's San Francisco office by five staffers. The agency already started work on Quiznos' "Eat Toasty, Be Green" campaign, promoting new, eco-friendly packaging for Quiznos products.
"Quiznos has always been the kind of brand that gets talked about and we wanted to harness that conversation a little bit better," Kramer said of the brand's social media work. "I think we need to put it into a more holistic picture and start talking about our company from the consumer perspective in a way that would be more meaningful to them."
Quiznos previously worked with Crenshaw Communications, on a project basis, and the agency did pitch for the account, Kramer added. Crenshaw did not immediately return requests for comment. Quiznos continues to enlist Coltrin & Associates for b-to-b PR.
"We hadn't had a consumer AOR with this kind of strategic plan before," Kramer said, when asked about the length of the new PR contract. "We all entered this relationship thinking this was absolutely a long-term relationship."