Arun Sudhaman 04 May 2011 // 11:00PM GMT
NORTHBROOK, IL: One of the world’s biggest independent product safety certification organisations has consolidated its global PR business, worth an estimated $4 million with MSLGroup.
The Holmes Report has learned that Underwriters Laboratories (UL) shifted the business to MSLGroup without a pitch. The agency already handles UL’s creative advertising, media planning and buying and digital marketing accounts, which are worth approximately $12 million per year.
The account covers consumer in North America, along with corporate, crisis comms, social media and B2B globally. In addition to North America, key markets include Mexico, Italy, China, India, Japan and Korea.
It is understood that the consolidation comes ahead of a significant rebranding effort, that will attempt to improve awareness of the organization. Parts of the PR business were previously handled by GolinHarris, which confirmed that it was no longer working with UL.
All of UL’s five product lines are covered by the assignment, spanning 19 industries. The organisation is best-known for its safety marks, which appear on 20 billion products every year.
In addition to developing standards and test procedures for product safety, UL also evaluates and certifies the efficiency of a company’s business processes. In addition, it operates a drinking water testing laboratory, and assesses products for environmental sustainability.
UL representatives did not respond to request for comment, while MSL Group declined to comment.