The powerful 55-year-old organization, which did not have prior external PR, hired In Press through a pitch process, according to the agency's executive director Patricia Marins.
"Judges here are traditionally not very familiar with marketing techniques.
But AMB's new board identified the need of boosting its communication with members and improving the judges' image," she said.
Marins said that In Press was appointed on the basis of its proposal to update the association's membership mailing information. The federal, state, labour, military and electoral judges comprising the AMB membership are scattered around continental Brazil in sometimes distant locations. In Press is creating a discount package with airlines, travel agencies, book stores, credit card and other companies for those members that update their contact information.
It is redesigning the organisation's website (www.amb.com.br), which will become the main point of communication for members, and reshaping the AMB logo, as well as providing media relations services.
Marins heads a team of three that in charge of the account, reporting to AMB's president Rodrigo Collaco, who took over in December 2004.
In Press has 160 employees in its Rio, Sao Paulo and Brasilia offices. The agency's account portfolio includes Unilever, TIM and beverage company AMBEV.