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Piaggio USA consolidates branding efforts

Piaggio Group USA consolidated the public relations functions for its four major brands to one agency, naming Brandware the agency of record for Vespa and Piaggio scooters and Aprilia and Moto Guzzi motorcycle brands, according to PRWeek May 12. Prior to the consolidation, Access Communications worked on the Piaggio and Vespa brands, and Brandware handled public relations for Aprilia and Moto Guzzi.

“We were dealing with two different companies, and we found that it just wasn’t efficient,” said Kevin Andrews, Piaggio and Vespa brand manager.

Brandware’s experience prompted the company to select it as the sole agency, Andrews said. Andrews declined to state the contract amount, but said the agency will be evaluated on the sales, media coverage and buzz it generates.

PR efforts will focus on transportation, lifestyle and fashion media for product launches and to increase brand awareness. The Vespa brand will also continue its Vespanomics initiative, which touts the role scooters play in reducing energy consumption and traffic congestion.

Last June, Piaggio awarded Access a one-year renewable contract after a competitive bid with Piaggio’s former incumbent agency of record, CooperKatz. About six months later, Piaggio says, it began to discuss consolidation.

The move to consolidate was not related to the departure of Mike Kull, former vice president of marketing at Piaggio Group USA, earlier this year, Andrews said.

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