As part of an objective to compete with high-profile brands in the social space — Mr. Harms listed names like Coca-Cola and Starbucks — he sent the RFP to 10 firms recommended by social-media directors of large brands. The list includes pure-play social-media shops as well as large PR and ad firms with robust social-media departments. It’s understood that Farmers’ brand agency RPA is participating in the review.

“I’m trying to build things out to scale so we can benefit all of our business units,” said the company’s social-media director Ryon Harms . “We have a strategy and know what we’re trying to achieve, but what we don’t have is the creative minds. We need someone to help us on the creative execution of strategy.”

Read the entire article at Ad Age.

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