Sharp applies fresh coat of PR to Benjamin Moore

The paint brand's annual Color of the Year campaign kicks off in October.

MONTVALE, NJ: Paint company Benjamin Moore, a subsidiary of Warren Buffett’s Berkshire Hathaway, is working with Sharp Communications as its AOR for PR, social media, and event services.

The agency, with a team of eight PR and social media staffers on the account, is currently working on the brand’s annual Color of the Year campaign, said James Brodsky, president and CEO of Sharp.

The initiative, which is Benjamin Moore’s biggest yearly announcement, will kick off in early October, said Kelly Sinatra, the brand’s head of PR.

She declined to disclose specific details about the launch, but said the paint organization is "taking it to the next level this year," and Sharp is playing an integral role in that process. Sinatra added that the campaign will have more PR, social, and event elements than before.

Since bringing on Sharp in January after a competitive review, Sinatra said the agency has played a major role - working on social content and increasing the brand’s social visibility.

The firm also aided the brand with digital media buys in the last few months. Sinatra said it’s the first time Benjamin Moore has worked with a PR agency on that front.

Prior to Sharp, the paint brand worked with Golin on PR and social media. Sinatra noted that Sharp was given expanded social media duties, as well as responsibilities for special events. The contract on the account is initially for one year, but Sinatra said she hopes it’s for "many years to come."

Representatives from Golin were not immediately available for comment.

Brodsky said the agency is trying to engage and educate the design and architecture communities about the technology and innovation behind the Benjamin Moore paint lines, such as durability features and green characteristics.

Last October, Benjamin Moore announced that the 2015 color of the year was Guilford Green. In addition to Benjamin Moore, Sharp recently began working with BASF and Simon Pearce.

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