Diana Marszalek 11 Jun 2018 // 11:46PM GMT
NEW YORK — With plans to expand into new categories, Godiva has awarded Hill+Knowlton Strategies its global corporate PR business, the first time the Belgian chocolatier has hired an agency for global responsibilities.
Godiva simultaneously handed its global ad business to McCann.
The new partnerships come after a competitive review to tap agencies best equipped to bolster the company's image as a lifestyle brand amid growth and expansion into new categories, according to Godiva.
“Shifting consumer behaviors and the movement towards creating more immersive experiences has forever changed the way brands market to win the hearts and minds of customers. Today’s news reflects this change at Godiva and signals an important step in the company’s strategy to be seen as a lifestyle brand by leveraging their culinary expertise to expand beyond chocolates,” the company said in announcing the news.
The overarching goal is attracting and engaging multigenerational consumers in ways that are relevant to their individualism and lifestyles, the company said.
“We live in an age defined by great stories and Godiva’s represents an infinite number of bespoke moments from generations of chocolate lovers,” said Hill+Knowlton US CEO Alexander Jutkowitz. “We look forward to our collaboration together to tell the stories of wonder, wisdom and delight embodied by the iconic Godiva brand.”
Hiring global agency partners is a first for Godiva, which traditionally worked with regional partners including MBooth in North America and Touch PR in Singapore.