SPRINGDALE, AR: Tyson Foods has selected Fleishman-Hillard as its global AOR for integrated corporate communications.
Previous reports indicated that Tyson hired Fleishman for crisis work. However, the agency told PRWeek that it will handle the full range of integrated corporate communications for the company.
Tyson chose the Omnicom Group firm after an RFP involving 10 agencies, said Jamie Greenheck, SVP and senior partner in Fleishman's food and agriculture business. All of Fleishman's offices in the US will work on the account, but Greenheck said the “hub will be St. Louis and Texas.”
“What we're doing is helping strengthen their position as a leading brand as well as a progressive supplier,” she explained. “We're building on their strong partnerships and their reputation and really helping them integrate all of their communications.”
The scope of work will include thought leadership, social media, digital efforts, consumer relations, and the company's work with “customers in the food-service and retail arena,” Greenheck said.
She added that Fleishman is not working on any crisis communications initiatives at this point, but if an issue were to arise the agency would take action.
Tyson, which was founded in 1935, reported a 3% sales increase in the second quarter of this year to $8.23 billion, compared with Q2 2011.
Fleishman previously worked as marketing PR and social media AOR for Perdue.