SANTA MONICA, CA: Demand Media, an online publisher that owns websites including LiveStrong.com, eHow.com, and Cracked.com, has selected Horn Group as AOR for corporate PR.
Four agencies competed in the three-round review. The final round consisted of Horn Group and another firm that Demand declined to identify.
The firm will handle corporate PR, trade communications, messaging, crisis communications as needed, and provide internal comms support. Account directors Anthony Loredo and Erica McDonald will lead the account, with counsel and management support from partner Ben Billingsley.
Six Horn Group employees in its New York and San Francisco offices will work on the account. Horn Group's contract is for one year; the budget was not disclosed.
“One of our big focuses is to make sure brands understand the value of advertising on our owned and operated websites, so the trade piece of it is pretty important,” said Kristen Moore, VP of corporate communications at Demand Media.
Edelman helped Demand Media through its IPO process in early 2011. Since then, the company has worked on some consumer-facing project work with Kaplow. It hired Julie MacMedan as VP of IR last May.
Following the IPO, the Demand Media team focused on building the business. However, at the beginning of this year, it decided to start spreading the word about some of its initiatives.
“There are a lot of innovations we are doing on the distribution front, so we wanted to bring someone onboard to help us get the messaging crisp and to help us restart our media relations, since we hadn't been very vocal over the last year or so,” Moore said.