Target moves multicultural PR account to Boden

MINNEAPOLIS: Target has selected Miami-based Boden PR as its multicultural PR agency partner following a competitive review.

MINNEAPOLIS: Target has selected Miami-based Boden PR as its multicultural PR agency partner following a competitive review.

Boden will help the retailer with all of its multicultural PR initiatives, and it will collaborate with LatinWorks, the company's Hispanic marketing agency, according to a Target representative.

Target declined to give further details about the review process or its work with Boden.

Prior to bringing on Boden, Target worked with JeffreyGroup on Hispanic and multicultural PR efforts. The agency was hired last April after a review.

JeffreyGroup declined to comment on its work with the Minneapolis-based retailer.

Representatives from Boden deferred comment on its work with Target to the client. Founder Natalie Boden said the firm has a strong focus on reaching US Hispanic women by “investing [in her], as opposed to selling to her.”

Last month, prepaid wireless brand Aio Wireless hired Boden to serve as the company's Hispanic PR and social media AOR.                         

In the first quarter of 2013, Target reported a 29% drop in net income, year-over-year, to $498 million. Sales were up about 1% compared with the previous year to $16.7 billion, missing estimates.

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