JS2 Communications, which worked with the company as AOR from 2003 to mid-2007, will oversee traditional PR and media relations. Meanwhile, Vox Entertainment will handle event and experiential marketing and HookUP Feed will manage social networking and mobile outreach.
Formula president Michael Olguin confirmed with PRWeek that the agency lost the account in June, after a typical 30-day notification. They had been working with the company for a little more than a year.
"We saw the whole online social networking field become a much more important part of our strategy," said Julianna Arnold, director of marketing for The Coffee Bean & Tea Leaf. "Also, we really wanted to focus a lot more on experiential marketing and event marketing. We have had one company that was trying to do all of that with us and we took a step back and said, 'We should really split this into pieces.' So we put together a cross-functional team."
After an informal search process, JS2 was hired effective June 15, HookUP was hired on May 1, and Vox, as of June 1. While each agency is considered the AOR in its own area, Arnold said the company is looking at them more as partners. The first campaign the new team will be working on is Coffee Bean's holiday campaign, launching November 11.
Arnold, who joined the company in June 2008 and started in her current position as of January 1, explained that the company is in the process of expanding nationally.
"I think having them by our side will be a useful resource," she said, "and will enable us to better understand what's going on in our markets and the different touch points and ways to communicate that with our customers."