NEW YORK: Ann Inc., the parent company of retail stores Ann Taylor and Loft, has named MSL New York its AOR after a three-round review.
The agency's consumer practice will manage the account. Scott Beaudoin, consumer practice director at MSL New York, leads the unit.
Ann Inc. representatives confirmed the relationship with MSLGroup, but declined to comment further.
Beaudoin, who was promoted this month to practice director, said the firm will focus on consumer marketing for the corporation and “telling the Ann Inc. story.”
“The scope of the work is to develop a communications initiative that halos the brand's purpose-driven focus,” he explained.
With seven staffers working on the account, MSL will handle the group's CSR and cause marketing efforts, such as initiatives for the company's philanthropic arm Ann Cares, said Beaudoin.
He added that MSL will also work with Ann Inc. president and CEO Kay Krill on thought leadership platforms for women's issues.
“It is a company by women for women,” he said. “They really have a rich story to tell and it needs to be told, and we're going to help them do that.”
In addition to raising consumer awareness of the corporation, Beaudoin said the firm “will be in charge of anything Ann Inc.-related across social channels,” including Facebook, Twitter, and YouTube.
“We're brand builders at heart,” he explained, “so we understand how to build brands in not only an always-on conversation economy, but also from a purpose standpoint.”