WASHINGTON: NationalField, a private social network for businesses, has picked Kwittken+Company as its US AOR after an informal review.
The technology company reviewed several agencies in San Francisco, Washington, and New York, said Edward Saatchi, CEO and co-creator of NationalField. Saatchi is the son of Maurice Saatchi, the co-founder of advertising agency Saatchi & Saatchi.
He said the company selected Kwittken because of the firm's understanding of the “enterprise side” of the data analysis tool, as well as the “consumer bend to it.” Kwittken is NationalField's first PR AOR in the US. The company works with Frank PR in the UK.
The company's PR goal is to raise awareness of the brand among consumers and businesses by engaging trade and consumer print, online, and broadcast media outlets, said Saatchi. Kwittken will also promote NationalField at events and conferences.
“Social is worth about $80 billion to Wall Street, so what is it worth to enterprise and companies?” he said. “We think it's a very valuable tool.”
Saatchi founded NationalField in 2008 with Aharon Wasserman and Justin Lewis while volunteering for the Obama for America campaign.
“We created the tool because we were managing 150 staff and volunteers during the campaign and we thought it would be cool to have a tool between us to share, collaborate, and communicate,” he explained.
Saatchi added that NationalField is a “data company” as well as a social networking site because it tracks business metrics, sets goals, and allows users to share files with others.
Kwittken is using the tool internally to help staffers in different offices communicate and check the status of accounts.
Saatchi explained that the site is also beneficial for PR professionals because it can help to track calls they've made to journalists or bloggers, as well as business metrics and goals.