IRobot taps Fleishman for six-figure AOR account

BEDFORD, MA: IRobot, maker of the Roomba floor vacuuming robot, hired Fleishman-Hillard as AOR. In a high six-figure account, Fleishman will handle all PR for the company, including corporate communications, the home division, and its government and industrial division.

BEDFORD, MA: IRobot, maker of the Roomba floor vacuuming robot, hired Fleishman-Hillard as AOR. In a high six-figure account, Fleishman will handle all PR for the company, including corporate communications, the home division, and its government and industrial division, which includes combat-proven robots such as the iRobot Negotiator surveillance robot, said Nancy Dussault Smith, VP of marketing and communications for iRobot.

IRobot chose Fleishman after a three-round RFP, which outgoing agency Edelman participated in, Smith said. IRobot had for several years been with A&R Partners, which Edelman acquired in 2006.

"It really felt like it was time to get some fresh blood in, some fresh ideas, new momentum and just kick-start it a bit," Smith said. "What made Fleishman-Hillard stand out was that they had such great… ideas, and their team that they put together was very high-level, which was something we were looking for."

Smith said iRobot and Fleishman are working on 90-day plans for both the home and government divisions, with a specific goal of including more online and social media.

Fleishman's Boston office will lead the account, said Jason Glashow, SVP and GM in Boston, and teams in New York, Washington, and London will also be involved.

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