• by Amy Corr  @MediaPostOTL, September 7, 2016

Gorton's Seafood tapped Boston-based Connelly Partners as its agency of record, following a review. The agency will handle social, digital, content development, media planning and buying, public relations and shopper marketing for the brand. New York agency Burns Group will continue to work with Gorton's on creative and strategy. Rink previously handled PR and Assembly previously handled media duties.

The shift comes as Gorton's reinvigorates its brand across products, packaging and messaging. Connelly Partners will be charged with contemporizing how people perceive the Gorton's brand and broadening its consumer base.

"In a time where consumers are inundated with different messages from all directions and they have countless options to opt in/out of engaging with brands, we want to focus on an agnostic media approach, prioritizing the behaviors and needs of our audiences," said Gavin Kennedy, director of consumer marketing at Gorton's Seafood. "We believe Connelly Partners' 360 expertise and empathetic consumer approach will reenergize our brand with an increasingly distracted modern consumer across the purchase funnel."

Gorton's spent $4.4 million on measured media in 2015 and $899,000 the first quarter of 2016, according to Kantar Media.