SANTA MONICA, CA: Education technology company Rullingnet Corporation has selected Burson-Marsteller as AOR for its VINCI Learning System brand following an informal review.
Burson will manage the account from its Chicago office, with assistance from sister firm National Public Relations in Toronto, which will work on event-focused media outreach.
VINCI is a children's learning tablet that has age-specific apps and learning tools.
Rullingnet chose the agency from five finalists because of its media relations savvy and ability to execute strategy, said Kamar Shah, CMO of Rullingnet. He declined to name the other firms that competed in the final round.
Indicate Media was Rullingnet's AOR for the last five months, Shah said.
He added that Burson was the “best team” for the account because the firm understands Rullingnet's DNA and philosophy for early education and technology, which can have “sensitive issues” at times.
“They understood how media has changed and how media is now a conversation people are having within the different channels, whether it's social, print, web, or radio,” said Shah.
To raise consumer awareness of VINCI, the firm will engage national media outlets, educational press, and technology media, he said. Burson, which was awarded the account April 1, will also pitch bloggers and online journalists.
“The objective is simple, and the objective never changes in business,” said Shah. “You have to sell a product. To get a consumer to decide, they'll decide by reading, by their peers around them, by conversations on social media, and they'll get influenced by above-the-line adverting.”