AUSTIN, TX: Bazaarvoice, a social and e-commerce software company that helps brands collect and analyze data, has selected Cohn & Wolfe as AOR for North America following an RFP.
Five agencies competed in the review, and three made it to the final round, said Matt Krebsbach, senior manager of PR at Bazaarvoice. He declined to name the other firms that took part in the process.
Previously, the company worked with Brady Public Relations since its founding in 2005. Krebsbach said Bazaarvoice needed a bigger agency as it grows.
C&W, which began working with the brand on March 1, has an initial one-year contact. Krebsbach declined to disclose the account's budget, but said it is “strong” for a company of Bazaarvoice's size.
“We manage more content than Amazon.com, so it's an enormous network with a ton of data, but there are a lot of people who don't know who we are,” he said. “Cohn & Wolfe will help us raise our visibility in a way that brings a pragmatic approach to what we do and how we communicate.”
Krebsbach said Bazaarvoice chose C&W for the account because of its knowledge of the brand and “smartly put together proposal.”
“[The firm] came in knowing elements of our organization that no other PR firm that we spoke with knew,” he explained.
The firm, with six to eight staffers on the account depending on the work, will engage a wide range of media, including e-commerce, trade, marketing, and technology outlets, as well as mainstream broadcast, online, and print press, said Matt McGinnis, MD of C&W's Austin, TX, office.
He said the agency will tell the brand's story and showcase how its data helps retailers better align with the needs of their consumers.
In addition to media outreach, C&W will work on thought leadership with Bazaarvoice, said Krebsbach. Last November, Bazaarvoice CEO Brett Hurt stepped down and was succeeded by then-CFO Stephen Collins.
After the leadership change, Bazaarvoice wants to “reinvigorate” its image, educate its target audiences, and span into new areas of business, he explained.
C&W has worked with a number of Bazaarvoice clients, such as Hilton and Hampton Inn, Dell, and Lowe's.
“We've had the pleasure of working with Bazaarvoice for the past seven years. We've watched them grow from a tiny startup to a publicly traded market leader,” Brady PR said in a statement. “We have tremendous respect for the entire Bazaarvoice team, and we wish them and their new PR agency the very best in the future.”