NEW YORK: AMC Networks has hired the newly rebranded Frank Public Reactions as its corporate AOR.
The firm started working with AMC last month. It is responsible for corporate communications and branding for the network, which owns and operates channels AMC, IFC, IFC Films, WE tv, and the Sundance Channel.
Frank PR will reach out to entertainment and trade media to promote the network's executives, shows in development, and ratings, said Jim Dowd, Frank's MD in the US. The flagship AMC network airs shows including Mad Men, Breaking Bad, and The Walking Dead.
The selection of Frank comes as the UK-based firm expanded its US office and renamed itself Frank Public Reactions.
“We've seen a lot of situations…where we are considered against ad and digital agencies in pitches. Public relations in the past has been a term used more to describe media relations, but that doesn't cover it. By positioning ourselves in the field of public reactions versus public relations, we want to compete on that basis, because that's the way the world is going,” said Frank co-founder and chairman Graham Goodkind.
As part of its revamped approach, Frank will also unveil a measurement platform for clients that displays campaign results and statistics on a dashboard, Goodkind said.
Since entering the US market in July, the agency's New York branch has grown to five staffers and moved into a larger office space, Dowd said. The firm is planning to add more positions in coming months, he added.
Other recent US client wins include celebrity personalities Bill and Giuliana Rancic, real estate search engine Trulia.com, and phone case maker LikeMyCase.
The agency's New York office focuses on entertainment pop culture, consumer products, and consumer technology.
Its UK clients include Southern Comfort, KitKat, and Nickelodeon. Frank PR also has an office in Australia.