Clare Wade, supervisor of media relations at Amway, confirmed that Weber Shandwick had won the new business after a competitive pitch process.
Weber has overseen PR projects for Amway for 13 years, but this is the first R&D brief it has handled for the network marketing company. Amway does not use the term AOR because it has many agency partners, Wade added.
In 2008, Weber Shandwick Minneapolis helped Amway launch a corporate brand awareness campaign, which was focused on the transition of the company name and brand from Quixtar North America/Amway Global to Amway Global. Part of the initiative was to educate consumers on Amway's variety of offerings, such as beauty and health products, as well as cleaning items.
Weber also helped Amway partner with the YMCA for the campaign, focusing on the Y's wellness-oriented Activate America program.
Amway, which is a direct-selling company, works with more than three million independent business owners in about 80 countries around the world. Some of Amway's exclusive brands include dietary supplement company Nutrilite, Artistry cosmetics and skincare products, and XS Energy Drinks.
Amway North America is headed by Steve Lieberman, VP and MD of the company.