Agency selection marks the latest brand to join Golin’s growing portfolio with Ferrara
CHICAGO (March 13, 2020) – Interpublic Group (NYSE: IPG) agency Golin announced today a new addition to its client roster, NERDS, following a recent competitive pitch. The win marks the latest brand partnership in a growing portfolio between the agency and Ferrara.
Together, Golin and the larger Ferrara brand public relations team will execute buzzworthy activations throughout 2020 to help drive top-of-mind awareness and relevance for NERDs to increase brand consideration.
NERDS started the RFP process in November and awarded the business to Golin at the end of December, officially kicking off work at the start of this year.
“Golin demonstrated the unique and important role that public relations can play in building consideration for NERDS in a way that will excite our target audience,” said Katie Duffy, Vice President of NERDS at Ferrara. “Not only are we energized to partner with Golin to bring our brand campaign to life, but they exhibited true passion and a solid understanding of our vision, making them a strong extension of our team.”Other factors that led to the decision included Ferrara’s appetite for innovative and experiential PR ideas that drive relevance, mixed with Golin’s strategic thinking and overall team chemistry.
The agency’s first charge focuses on elevating top-of-mind awareness and increased consumer consideration during NERDS back-to-school program. Throughout 2020, the agency/brand partnership will also focus on leveraging experiential partnerships, building retail connections and enhancing amplification of brand efficacy through in-store, digital and social activations.
“We’re thrilled to partner with NERDS to activate earned-first creative ideas that will capture and captivate target consumers,” said Alicia Alfano, executive director, Golin. “Even more, NERDS is an iconic brand under Ferrara, making it an exciting opportunity to add to our expanding remit together. We look forward to adding value across their full candy and snacks businesses.”
Golin started working with Ferrara in early 2019, supporting Black Forest, SweeTARTS, Trolli, Laffy Taffy, Brach’s, and Seasonal Candy products, as well as Keebler Cookies. Welcoming NERDS into the portfolio further enables Ferrara to achieve efficiency and consistency across multiple brands with Golin as their PR agency partner. Golin services the NERDS business from its headquarters in Chicago.