NEW YORK: Copenhagen-based publisher Egmont hired Goodman Media as its first US AOR to raise awareness of its book titles and authors for its entry into the US market this fall.
The publisher's primary goal is to raise the public profile of its first titles, which are mostly aimed at children and young adults, with brand awareness at large resulting from that, said Doug Pocock, EVP of Egmont USA.
"Raising [overall] brand awareness is somewhat of a secondary objective," he said. "The most important thing for us was adding an agency that understands how to build buzz and awareness of the books and authors, and that by default builds [overall] awareness."
The agency will conduct launch events to announce the publisher's first 15 US titles at next month's BookExpo America conference, with following events at the American Library Association Annual Conference in July, said Virginia Anagnos, SVP at Goodman. She added that the company aims to establish its brand with educators, libraries, agents, booksellers, and other authors via a combination of media outreach, events, partnerships, and other initiatives. Online components for some titles will be created this year, she added.
Anagnos, who is leading account work for the agency, will also conduct media training for some authors prior to industry events, Pocock added.
Egmont selected Goodman after reviewing three agencies, said Mary Albi, director of sales and marketing at Egmont. She declined to name the other firms. Work on the account, which runs until the end of the year, began in early April.