LOS ANGELES: BSH Home Appliances has renewed its contract with Finn Partners, retaining it as PR AOR for the US-based Bosch and Thermador brands and corporate relations for the company in North America, following a competitive review.
The contract was renewed after the company completed an RFP process than ran from April to June.
The review included introductory meetings to evaluate agency capabilities; the firms learning about the Thermador and Bosch brands and their respective product lines; agency presentations; and evaluation of the firms’ capabilities.
"Several agencies were considered, and they were all top-notch firms with really great experience," said Lore McKenna, BSH Home Appliances’ PR manager.
She did not disclose the names of other firms that participated. Budget information for the account was not disclosed.
The contract will run for three years. Prior to its acquisition by Ruder Finn in April 2011, Rogers Group had a long-running relationship with the company. Finn Partners split off from Ruder Finn later that year, taking the former Rogers Group employees and the account with it.
McKenna explained that BSH conducts an RFP every three years as a part of its standard operations.
"We are confident in [Finn’s] capabilities and their understanding of our brands, and we look forward to continuing our relationship with them," she said.
Finn Partners is managing media relations and social media for Bosch and Thermador in the US. It is focusing on Bosch as the "definitive European kitchen brand in premium markets" and Thermador as the "leading luxury home appliance brand that offers real innovations for real cooks," McKenna said. The firm will also provide US-based corporate communications for BSH.
The agency will also help BSH introduce products and communicate the benefits of Thermador and Bosch to their relative audiences, she added.
"For Bosch, Finn’s efforts will focus on getting the message out on the full kitchen lineup," McKenna said. "And for Thermador, efforts are focused on the culinary enthusiast trend for placing fresh fruit freezers and wine columns anywhere in the kitchen. We will focus on this personalization of refrigeration in the kitchen and the importance of food preservation for culinary enthusiasts."
In 2016, Thermador will turn 100 years old. Closer to that time, Finn Partners will assist with PR for its anniversary.
Finn Partners’ core team on the account, which is based in Los Angeles, has 10 staffers, led by senior partner Brenda Lynch.
"When a relationship lasts over a decade, it is a real testament to a true partnership and staying power," said Lynch. "I believe [Finn’s relationship with BSH] has been built on understanding the brand essences between Bosch and Thermador and how communications has changed over the decade."