LOS ANGELES: Consumer electronics manufacturer Belkin has brought on Ruder Finn as its AOR following an RFP. Edelman was the incumbent on the account.
Ruder Finn, which began working on the business at the end of 2014, was selected after doing a "phenomenal job" in a small review, explained Kieran Hannon, CMO of Belkin. The firm was selected because of its passion for the brand, quality of media relationships, and understanding of the role Belkin products play in people’s lives, he said.
Hannon added that Ruder Finn will serve as the company’s strategic communications firm in the US, along with assisting some global efforts.
While Belkin still wants to tell its product story, Hannon said "now it has evolved into a broader business story, as well, about how these brands are no longer b-to-b or b-to-c – they’re people-to-people, and that’s what we’re focused on."
In addition to supporting the brand at the International Consumer Electronics Show last week, Ruder Finn collaborated with the company to tell the story of how it’s been working with Chinese government officials on a two-year sting operation to catch suspects of counterfeiting Belkin products. At the end of last month, Chet Pipkin, CEO of Belkin, went on CNBC to discuss how at least 5,000 cartons of counterfeit products were recently found with more than 1 million counterfeit units.
Dushka Zapata, MD of Ruder Finn West, said the account is led by the firm’s San Francisco office. She said the agency will work to engage high-level media to tell the company’s corporate stories.
"Belkin is a really strong brand and its focus is on make people’ lives easier, and we have a passion for that," Zapata explained.
The contract is for one year initially. Budget details were not disclosed.
Edelman declined comment on the account move.
This story was updated on January 12 to add that Edelman declined comment.