DKC will launch a multifaceted PR plan, including consumer and trade media outreach and a social media program, to drive awareness and consumer demand for Paul Frank across all categories, said Kas Rigas, SVP at DKC. The brand, known for its monkey logo, includes apparel, accessories, and lifestyle products such as bikes.
"We were looking for new reach in terms of [DKC's] contacts," said Ryan Heuser, president and co-founder of Paul Frank Industries. "We'd like Paul Frank and its iconic monkey figure to be globally recognized,"
Paul Frank recently transitioned its traditional business model, which included an in-house PR function, into a licensing model with the Gator Group. "One of the big changes was adding an outsourced PR firm," said Heuser.
As such, he said Paul Frank, working with the licensing agency on the review process, was looking for a PR firm with licensing, consumer lifestyle, fashion, and social media experience. The team had invited four undisclosed agencies that fit the mold to pitch for the business.
As part of the one-year contract, DKC will also work on a separate corporate communications initiative for the Gator Group brand within the licensing industry by leveraging key trade shows and trade press. It will also develop a consumer awareness initiative for Gator Group toy brand Tales 4 Tomorrow.