WBUR, Boston’s NPR news station, has named Waltham, Mass.-based Boathouse Group as its new Agency of Record, overseeing brand strategy and positioning, creative development, social strategy and media strategy.
Boathouse will work with WBUR’s Kristen Holgerson, Director of Marketing & Promotions to help shape the station’s advertising approach as it expands into live and on-demand digital platforms.
Boathouse will focus on the development of strategies and messaging designed to accelerate the consumption of WBUR across multiple platforms.
The account, previously with Boston’s Allen & Gerritsen, was awarded after a regional review. Peter Alemian, principal of PinSeeker Consulting, assisted with the review process.
WBUR spent $2.12 million on digital media and $1.69 million on marketing and promotions, in 2014, with total revenues of $34 million, according to its financial reports. In 2013, the organization spent $1.98 million on digital media and $1.62 million on marketing and promotions.
New work is expected in the fall of this year.
Founded in 1950, WBUR is one of the nation's most successful public radio stations, producing national NPR programs On Point, Here & Now, Only A Game and Car Talk, as well as a local daily news magazine, Radio Boston.