PHILADELPHIA: Personal hygiene products manufacturer SCA Americas has selected Burson-Marsteller as its agency partner for its Tork brand after an RFP.
Four agencies competed for the account: GolinHarris, Weber Shandwick, The Food Group, and Burson, according to a source familiar with the process.
Cramer-Krasselt was hired as the Tork brand's first AOR in the US in September 2009. Representatives at C-K declined to comment further on their relationship with the company.
SCA Americas confirmed that it chose Burson as its agency partner, but declined to provide additional comment.
Burson's main responsibilities will include media relations, media buying, and b-to-b brand marketing, said Erica Swerdlow, Midwest market leader and MD of Burson's brand marketing practice.
With a team of six staffers split between Burson's Chicago and Pittsburgh offices, the firm will focus on helping the b-to-b company stand out among its consumer-facing competitors, Swerdlow added.
“We want to elevate them as the leading away-from-home professional hygiene business serving the b-to-b market,” she explained.
Swerdlow added that Burson will also work with Tork on social media strategy development.
Cramer-Krasselt said in a statement that the firm “is proud of our award-winning efforts to establish SCA Tissue as a hygiene and sustainability thought leader,” citing the Tork Green Hygiene Council and the “Healthy People, Happy Planet” report as examples.