NEW YORK: In an effort to bolster its editorial placement on the West Coast, shoe retailer Aldo hired Los Angeles- and New York-based BPCM as its US AOR.
“We thought it was really important to bolster our presence on the West Coast via celebrity product placements, relationships with key stylists, and getting on some of the shows with active blogs,” said Aldo creative director Douglas Bensadoun.
BPCM will also support initiatives such as the Aldo Fights AIDS campaign and a short film set to coincide with an ad campaign launching in August.
“The angle was to look at Aldo not only as a high-street retailer but also as a fashion brand. A lot of magazines are doing high-low,” said Vanessa Bismarck, BPCM co-founder.
Bensadoun, son of CEO Aldo Bensadoun, explained that he came on as creative director and began looking for a new agency amidst an internal restructuring during which time there was a change in the head of PR twice in a span of three months.
He said he considered BPCM for its strategic outlook and industry relationships. “I spoke to a lot of editors at Vogue, Glamour, at Nylon, and I asked, who... would get you out of your office to see a new line. They said [BPCM founders] Carrie and Vanessa.”
Aldo issued an RFP last fall to four firms, all of which pitched, including three-year incumbent Alison Brod. The agency declined to comment for this story. Full Picture, Exposure PR, and BPCM also pitched, noted Bensadoun.
He said the relationship will extend a year and “hopefully 10 years.”