BOTHELL, WA: Brooks Sports, an athletic shoe and apparel manufacturer, has selected M Booth as its AOR following an RFP process.
The company chose M Booth to handle its consumer PR because of the agency's “brand passion, creativity, and expertise,” said Erin Hofto, PR manager at Brooks. The process included two other finalist agencies, said Hofto, who declined to identify the firms.
“Brooks as a business has been growing tremendously over the past few years,” she said. “Across the board, we're looking to get partners we can develop long, deep relationships with to become an engrained part of our business and who we can really lean on as a piece of our team.”
M Booth's main responsibilities will include driving the strategy of the company's consumer PR programming and business communications. The firm will also work on consumer marketing initiatives and campaign launches. Brooks' internal team handles event planning.
Although M Booth will initially handle only traditional PR for Brooks, Hofto said the company could expand the agency's mandate into the social media sphere.
“They are PR now, but we will be working with them to tightly integrate all of our programs with our internal social media team,” she said.
Five M Booth employees will work on the account, said Rich Goldblatt, SVP at the agency and director of its Better4You practice. The firm will conduct a campaign focused on "taking the Brooks message and inspiring consumers to run," he added.
Maloney & Fox, Brooks' AOR for the last three years, did not participate in the review.