SUN VALLEY, CA: REM Eyewear has selected Blaze PR as AOR in the US for its Converse brand's optical and sunglass lines, following a competitive review.
It picked Blaze from three agencies, said REM creative director Nicolas Roseillier. He declined to name the other finalists.
Prior to bringing on Blaze, REM's Converse brand worked with Michele Marie PR for three years. Representatives from Michele Marie were not immediately available for comment.
“The whole idea for us to change [agencies] was that we wanted to find someone who understood the brand better and the demographic and target customer,” explained Roseillier.
He added that the brand also wanted a firm that was knowledgeable in social media and blogger outreach.
While Converse's customers include people of all ages, Roseillier said its target is generally 15-to-25-year-old men and women “who understand trends and the feel of the product, and it's not based on fashion nor big logos.”
REM wants Blaze to engage this audience, and give the brand more of a “street feel” by reaching skateboarders, surfers, and other outdoor athletes, he said.
Blaze, with a team of five staffers on the account, will reach out to bloggers and other influencers to raise awareness of the brand, said Matt Kovacs, EVP and GM at the firm.
The agency will also build buzz for the 25th anniversary of REM and Converse doing business together, and it will handle social media for the brand.
Roseillier said the contract is for one year, and the budget is “under six figures.”