Ferrellgas Partners is appointing DEG as its first AOR underscoring a new industry trend among clients selecting digital agencies as full-service partners.
DEG will work on both digital and traditional advertising for the client. This scope encompasses activities such as direct mail, local marketing and more.
This relationship has evolved over the last few years. In 2015 the nationwide propane distributor conducted a review for a digital agency and selected DEG. Under that partnership, a few different projects were initiated, including a revamping of Ferrellgas’s website and the development of a brand messaging campaign that was supported by a paid media program.
The results spurred Ferrellgas to broaden the the agency relationship to an official AOR role. DEG’s "unparalleled understanding of technology and data" plays a crucial role in storytelling, the client stated.
The agency's first multi-faceted campaign as AOR--“Fueling What Matters to You”--will roll out in the coming weeks.