David's Bridal hires Coyne as AOR, replacing Lippe Taylor

PHILADELPHIA: David's Bridal, a North American retailer specializing in wedding apparel and formal wear, has selected Coyne PR as its AOR after a competitive pitch process.

PHILADELPHIA: David's Bridal, a North American retailer specializing in wedding apparel and formal wear, has selected Coyne PR as its AOR after a competitive pitch process.

The company chose Coyne after a multi-round review, said Charly Rok, VP of PR at David's Bridal. She declined to name the other agencies in the review or disclose the budget.

“[Coyne] had energy and ideas, and we noticed the company had retention,” she said. “We could tell that the people who were at the RFP enjoyed working for the company, and that meant something to us.”

Before Coyne, which began working on the account on January 14, David's Bridal had worked with Lippe Taylor since 2004.

Maureen Lippe, founder and CEO of Lippe Taylor, said in a statement that “officially, we resigned the business in October."

The contract for Coyne, which is tasked with raising awareness for the brand, is for one year, but Rok noted that her company “believes in long-term relationships.”

Deborah Kelco Sierchio, VP of the fashion, beauty, and lifestyle divisions at Coyne, said a team of six staffers will work closely with the internal team at David's Bridal to develop programs for the brand and take it in new directions.

“It has evolved from a place that is known for bridal wear to a place for the bridal party, the mother of the bride, and even for special occasions and prom, so we'll be working with the David's team to really maximize all of the PR opportunities,” she explained.

The agency will reach out to a mix of lifestyle, teen, and bridal media outlets in broadcast, print, and online. Sierchio said the team will also leverage Valentine's Day in its outreach.

While Coyne will not work directly on the retailer's social media efforts, it will help David's Bridal with its “Style Council,” which is a team of experts, such as stylists and planners, who blog about relevant wedding topics.

Sierchio added that the firm will also work on the company's annual “What's on Brides' Minds” survey. It will soon release some data points from the report, with other findings released throughout the year.

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