NIWOT, CO: Crocs appointed Chicago-based Cramer-Krasselt (C-K) as its global consumer AOR to handle PR, social media, traditional advertising, and digital work, following a competitive RFP process that began with an RFI early this summer. The company held the review as it seeks to further educate consumers about its expansive product offerings, explained Tia Mattson, director of global PR for Crocs.
“The C-K 360-degree approach resonated with our communications team,” said Mattson. “They're tasked with developing the strategic framework and platform via consumer PR that's meant to give life to the Crocs brands and demonstrate diverse wearing occasions.”
Mattson said the company will continue to work with outgoing consumer and corporate PR agency Linhart PR, but only in a corporate PR capacity, as well as with its current IR firm, ICR.
Peter Krivkovich, C-K president and CEO, said that in the end the agency was up against Leo Burnett, and AdAge reports that incumbent TimeZoneOne was also part of the review. Mattson would not disclose the agencies involved but confirmed they were midsized, global creative firms, not all of which possessed PR or other integrated capabilities.
She added that the agency will help develop the integrated global brand strategy and platform and, through its global icon network, execute creative, ad, media, and digital work. However, the company is in the process of hiring an undisclosed European firm to execute global PR.
While the companies are currently in the strategic planning stages, Mattson explained that the brand hopes to expand on its robust social media program which has generated more than 100,000 fans on Facebook.
“We have a really loyal fan base, but haven't fully engaged with them. They've been brand advocates, and now we'll begin an engagement process in telling a story and creating a two-way dialogue.”
As for the agency's goal, Krivkovich said, “It's not [reaching] a new consumer base, but introducing its customer base and people who know about them to more attributes of the product.”
To start, he said, “I think the most important thing, and where we spend a lot of money, is the analytics where you intersect with the consumer. If that means medium x or y, or discipline x or y, that's where we go.”
Regarding a trademark dispute between Crocs and C-K client Porsche, Mattson said, “We continue to work with Porsche toward a resolution. It's a European suit only and we don't see it as a conflict with our creative agency.”
Mattson said the team plans to unveil new creative in spring 2010. Neither company would disclose financial terms of the contract.