NEW YORK: Lifestyle media company Scripps Networks Interactive has hired Rogers & Cowan as AOR for its home brands, including HGTV and the DIY Network.
Agency SVP Maggie Gallant will lead the account, and nine agency employees in New York and Los Angeles will work to raise awareness for the channels, their respective online destinations, and branded products. Rogers & Cowan's strategy will also focus on driving ratings and online traffic.
"It's a very diversified mix of traditional, print, broadcast, and social work that we have ahead of us," said Tom Tardio, CEO of Rogers & Cowan.
The firm began to support the account in late December. Rogers & Cowan previously did project-basis work for Scripps' Food Network and Cooking Channel, and still supports the Food Network account.
Seven agencies were involved in the search process, said Cindy McConkey, SVP of corporate communications at Scripps Networks Interactive. It picked Rogers & Cowan because of its bi-coastal presence, strength in local markets across the country, knowledge of Scripps' brands and programming, and the chemistry between the two teams, she said.
McConkey also cited the firm's “experience in media and entertainment, plus its broader connections, business savvy, and creativity.”
Prior to the review, FerenComm was the AOR for DIY Network and Roslan & Campion PR was AOR for HGTV. Both agencies have supported various accounts for the networks throughout the past decade. FerenComm still handles Scripps' Travel Channel account, but Roslan & Campion no longer works with Scripps.
“We just wanted to take a fresh approach, look for synergies, and think about the home category in a bigger and more robust way, and bigger than just press,” said McConkey about the company's decision to hold a review.
Both incumbent firms participated in the review process, McConkey said. She declined to specify the account's budget.
In addition to HGTV and DIY, Scripps Networks Interactive's other brands include Food Network, Cooking Channel, Travel Channel, and Great American Country.