SAN FRANCISCO: Revenue-management company ServiceSource has hired North of Nine Communications as AOR for North America and Lewis PR as AOR in the UK and Ireland, following a review.
The company previously worked with Horn Group in North America.
The scope of work includes PR, social media, and some analyst relations, with an emphasis on raising brand awareness among C-suite executives. The social media component will involve working with online communities, and the firm will also handle some demand generation.
Marty O'Loughlin, director at North of Nine, will lead the US account.
“Our target audience is the C-suite, so helping raise visibility with that kind of top-tier executive is a core part of our media relations program,” said Alex Plant, director of corporate communications at ServiceSource. “One thing I'm looking for these firms to do is find a simplified way of explaining a complex storyline. That's a big challenge, and I've got high hopes but high expectations at the same time.”
Plant said having two firms on board will allow the company to hear different and interesting ideas. Both agencies began to work with ServiceSource in late April. The company works with Godfrey Q and Partners on advertising.
“North of Nine did a good job of getting to understand our business very quickly and understanding a very complex conversation and then translating that into very creative ideas in a short amount of time,” Plant said. “Lewis had a really intimate understanding of what we do, the types of publications we need to raise our visibility with, and great creative ideas.”
Incumbent Horn Group helped the company through its IPO last year, however it conducted the review as part of a standard annual process. ServiceSource did not previously work with an agency outside of the US.
“It's exactly the kind of company we want to work with because they're breaking new ground,” said Mary Ritti, partner at North of Nine.
The account's budget was not disclosed. Lewis PR could not immediately be reached for comment.
Sabrina Horn, president and CEO of Horn Group, said her firm pulled out of the search after working with ServiceSource for 18 months. The agency rebranded as Horn: A Digital Communications Group last week.
“As the incumbent, we decided to actually pull out of the process because with this sort of direction we are taking with digital communications, it really was a departure from what ServiceSource was looking for, which was mainly traditional public relations,” she said.