WEST HARTFORD, CT: Electrical and network infrastructure company Legrand North America has tapped Sharp Communications as AOR for corporate communications and its just-launched Adorne Collection.
Legrand had not previously employed an AOR in North America for corporate communications. The Adorne Collection of light switches and dimmers previously worked with Gravity Six Alliance for its soft product launch last fall. Legrand still works with Gravity on other products across its marketing sector.
The company picked Sharp following an RFP, which was run by third-party consultant Mark Sneider, president of RSW Agency Search.
The first round of the process included 10 firms, which was narrowed down to four before a final round of two agencies. Amy Hahne, director of marketing communications for Legrand North America, declined to name the other shops in the RFP.
The company's other North American divisions work with various agency partners. Eric Mower + Associates and Mintz + Hoke work on electrical wiring product lines, while Marketspace Communications promote its home systems division, among other agency relationships.
Hahne said the brand selected Sharp because of its shared passion with the firm for architects and designers. She added that the agency, which has experience in the home and decorating space, has a “bright bunch of energetic people with great new ideas.”
Sharp's responsibilities include media relations for both corporate communications and the Adorne line, social media and community management, event planning, and thought leadership. For Adorne, Hahne said the agency will engage both consumer-facing media and architects and designers.
One of Legrand's goals in hiring Sharp is to become the leading expert in the electrical and data space and have the media turn to it for insight, said Hahne.
“We've been a bit siloed, and we want to come together and tell a bigger story, and we think Sharp can help us do that,” she added.
Hahne declined to disclose the budget for the one-year contract.
Legrand reported a 5.1% increase in sales, year-over-year, in 2012 to $74.5 billion. The company also reportedly said it will spend hundreds of millions of dollars through 2015 on acquisitions.
This story was updated on June 12 to clarify Lergrand's relationship with Gravity Six Alliance.