LOS ANGELES: Burson-Marsteller, hired by entertainment properties company Saban Brands last year as agency partner, will manage an event for the business at this week's Toy Fair industry conference.
Burson is reaching out to trade, consumer, and business publications to increase awareness about Saban Brands, a subsidiary of Saban Capital Group, which owns the Power Rangers and Paul Frank brands, said Rhonda Brauer, MD and West Coast marketing chair at the firm. The agency will also pitch interviews for Elie Dekel, president of Saban Brands, with print and broadcast media outlets during the conference
“From a business perspective, we're helping to position their senior leadership and tell a very successful business story,” said Brauer.
Saban Brands selected Burson as its agency partner last October after an RFP process, said Rob Hughes, director of marketing at the company. He added that M&C Saatchi, PMK-BNC, and Burson were finalists, and that Bender Helper Impact was Saban's incumbent for more than two years.
“As Saban Brands continues to expand, particularly around the world, we needed a global agency that could help internationally maintain our brand standards, help us be consistent with key messaging, and reach both our consumer and b-to-b audiences,” Hughes explained.
Burson is working on Saban's digital and social media platforms with a core team of six staffers in Los Angeles, aided by employees in its New York and Pittsburgh offices. It is collaborating with the company's internal team on digital and social work.The agency named Dave DenHereder US CEO last November.
“Saban Brands has a digital team, and we are working together with them to leverage all of the apps and the digital activities they have going on and also helping them with an overall strategy on social media and digital,” explained Brauer.
Burson's offices in China, the UK, France, and Germany are also working to expand brand recognition of Saban internationally.
This summer, the agency will work on Saban Brands' Paul Frank “Academy of Awesome Tour,” which will allow fans to interact and engage cartoonist Paul Frank's cartoon characters, like “Julius the Monkey.”