WHITE PLAINS, NY: High-tech engineering and manufacturing company ITT Corporation has selected Edelman to help raise awareness of its brand, following a competitive search.
Edelman will work to promote ITT in the defense and commercial markets, as well as raise awareness of its ongoing CSR work, particularly ITT Watermark, the company's corporate philanthropy program that works to provide safe water around the world.
“Our business is aligned around some of the major social issues of our time, things like water and security,” said Andy Hilton, director of PR at ITT. “We want to raise visibility about how our technology is making a difference in the world. Our strategy is to start with core influencers and cascade out… to reach investors, customers, and potential employees.”
Edelman's CSR, public affairs, corporate affairs, and technology teams will all be involved in the PR effort. The account will be handled out of New York, Washington, and Silicon Valley.
“With a mixture of influencer engagement, thought leadership, and good old-fashioned media outreach, [we will] engage audiences that are involved in solving these major issues,” said Russell Dubner, president of Edelman's New York office.
Peppercom had handled the account for seven years, before the search, which included 10 firms, began in November. Hilton said Peppercom “provided a great service” over the years.
“When we decided to refocus our agency resources, we initiated a search to make sure we could find the deepest expertise,” said Hilton. “After that process, Edelman came out on top.”
Peppercom MD and cofounder Steve Cody added, “We had a tremendous… relationship with ITT." He said the firm did participate in the review.
“When the new head of corporate communications came in, she looked at other options, which is what most new heads of corporate comms do,” Cody added.
ITT did not disclose the size of the new account. Edelman is not AOR; the company also works with Ketchum on crisis work and Cone, which helped develop the ITT Watermark program.