MINNEAPOLIS: The Marvin Family of Brands has selected Spong as its PR and social media AOR for its Marvin Windows and Doors and Integrity Windows and Doors brands.
Spong was chosen in June, following a competitive RFP process that began in mid-April. A handful of agencies pitched, Marvin PR manager Emily Finley said.
Spong is tasked with creating strategic PR programs to support the brands’ growth in a crowded building products industry.
"We want to make sure the programs Spong creates engage our core audiences: builders, architects, and remodelers," said Finley. "We speak to a lot of different folks, so Spong will help us tell the brand story around Marvin Windows and Doors and Integrity Windows and Doors."
The biggest challenge will be making sure messaging is consistent across all of the brands’ channels, Finley added.
It is too early to specify any campaigns Spong will be working on, she said.
Media relations chair and Spong VP Beth Garcia is heading a team of six on the account, with oversight from Julie Batliner, president of Spong.
"Spong did a great job demonstrating it understands our industry and key audiences," said Finley. "They demonstrated proven results and they have great strategic insight."
Fast Horse was incumbent on the Marvin account for roughly 10 years. Finley said the relationship ended a few months ago.
"We had a long and successful partnership with Fast Horse and they helped the Marvin brands get where they are today," she added.
Marvin brought on a new firm because the company was looking for a partner with "fresh ideas, to help with storytelling and serve evolving needs in representing the brand," said Finley.
Batliner said Spong is looking forward to creating an audience-centric, PR, influencer, and social outreach plan for Marvin.
"We aim to build on the rich heritage both Marvin Windows and Doors and Integrity Windows and Doors already have earned," said Batliner. "It is our job to increase demand in this crowded business products industry through lots of creative strategies."
Budget information was not disclosed.