Diana Marszalek 20 Dec 2019 // 8:46AM GMT
REDWOOD SHORES, CA — On the heels of a rebrand, Personal Capital has awarded Praytell its PR business as part of the digital wealth manager's larger effort to woo consumers.
Praytell will serve as Personal Capital’s sole PR agency, with a wide-ranging remit that includes elevating brand awareness among consumers and in the tech industry as well as the financial sector, where much of the attention has been focused, said CMO Porter Gale. “We are looking at them as an integrated partner and are really excited about their strategic thinking and creative approach to events and generating buzz,” said Gale.
Prosek Partners, whose specialty is serving the financial and professional services sectors, was the incumbent agency. Three agencies pitched the business, Gale said.
Gale, who assumed the CMO role in February, said shifting the company’s PR business to Praytell is in line with Personal Capital’s rebrand earlier this year, which put consumers at the forefront. “We try to help people with their finances,” Gale said.
The effort included an overhaul of the company’s logo and website, as well as campaigns outdoors and across digital and traditional media.