Independent communications agency Agent99 has announced it has been appointed as the PR agency of record for the Product of the Year awards.
Product of the Year is the world’s largest consumer-voted awards, with presence in close to 40 countries globally. In Australia, over 13,000 Australian consumers cast their vote on hundreds of products from approximately 50 categories each year.
The awards aim to remove the guesswork for shoppers, allowing them to choose from the vast number of offerings available in stores by being able to seek out products featuring the winning Product of the Year logo.
After winning a competitive pitch in September to work on a campaign for Product of the Year, the agency has been tasked with further building the brand’s awareness and visibility, as well as implementing an influencer and social media strategy.
The collaboration will see Agent99 implement a detailed PR plan, including overseeing key aspects of the awards night, achieving ongoing top-tier media reporting focused on the winning products, and creating localised pitches that will hero the stories behind each brand.
Agent 99 will also leverage the data gathered through the extensive consumer research piece to secure further coverage of the awards.
With the 10th anniversary of the awards in Australia next year, the agency’s efforts will be centred on building excitement in the lead-up to the announcement of the 2019 Product of the Year winners in November next year.
All of Agent99’s efforts will continue to work towards the main goal of educating consumers and brands alike on the awards themselves, as well as highlighting the product innovation they represent.
Sarah Connelly, managing director of Product of the Year Australia, said: “I was really impressed with the work carried out by Agent99 over the past three months and the excellent results they delivered in the lead up to and following the 2018 winner announcement.
“I’m really excited to see what they can achieve throughout the year, and in particular, developing a strong social media and influencer plan for the campaign. I’m looking forward to working with Agent99 on what will be our biggest year yet.”
Agent99 director Sharon Zeev Poole said: “I’m delighted that Product of the Year have chosen to on-board us for 2018, and we’re so excited to build on the solid foundation that we have created over the past three months to deliver an impactful and successful campaign for the awards in its huge milestone 10th year anniversary in Australia.”