Formica hires Spong to reinvigorate the brand

Vehr Communications previously worked with Formica.

Formica hires Spong to reinvigorate the brand

CINCINNATI: Surfacing products designer and manufacturer Formica has selected Spong as its PR agency partner for North America following a competitive review.

Spong began working on the business last month. The firm stood out among the competition for its understanding of and success operating in the category, as well as its ideas, said Amy Gath, VP of marketing for North America at Formica.

Prior to Spong, Formica had a longstanding relationship with Vehr Communications. At the end of last year, the company decided to bring PR responsibilities in-house before issuing a review, Gath explained.

 "The professionals at Vehr Communications are very proud of our collaboration with Formica on and off over the past 15 years," said Vehr VP of client services Laura Phillips, who added that the firm introduced Formica to social media and handled international, crisis, and corporate communications. "We worked with a great team and alongside some great external partners on some of the brand’s most notable endeavors, including the launches of 180fx and IdealEdge and the global celebration of the 100th anniversary."

Spong’s first major project is around Formica’s commercial collection launch in August. Gath said the agency will help tell the story about the collection and the innovations around it.

The firm is focusing on b-to-b media relations, influencer engagement, thought leadership, and social media support in collaboration with Formica’s in-house team. Spong’s home and design practice is leading the business.

Spong MD Julie Batliner said the agency is excited to "tell the world about all of the amazing innovations and design work that Formica has done and is going to be doing."

The contract on the account is for one year, but Gath said the company hopes it will be a long-term partnership. Budget information was not disclosed.

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