Global audio brand Shure has named allen & gerritsen (a&g) as its first social-strategy agency of record.
Allen & gerritsen, with offices in Boston and Philadelphia, will be responsible for helping the Americas business unit of Shure develop and implement a social content strategy to grow its fan base and increase social engagement across a wide range of industries.
“We were blown away by the strategic thinking and creative ideas that a&g brought to the table,” said Stephen Kohler, senior director of marketing for the Americas business unit, Shure. “It was almost as if they had been in the room with us all along – they knew our business and our challenges as well. We knew immediately that they were the right partner for us.”
Although a&g's engagement is strictly for social strategy at this point, executives say their work could lead to creative executions in the future.
Still, this is a challenging account, since the company targets a diverse group of users. Indeed, although Shure’s roster of endorsers includes hundreds of well-known artists and bands, the company’s products also cater to recording engineers, broadcasters, systems integrators, videographers, theater and A/V professionals from hobbyist to expert.
The agency starts work on the account in July. The shop’s other clients include Sesame Workshop and Comcast Xfinity. Last year, the a&g Labs unit was chosen to develop and build a socially powered holiday tree for Beats by Dre’s flagship SoHo retail store.