Diana Marszalek 22 Feb 2021 // 3:19AM GMT
NEW YORK — Zippo, whose name is synonymous with its windproof lighter, has named Ogilvy its global PR, creative and social agency following a competitive pitch.
Ogilvy will support Zippo’s brand and communications strategy with an integrated team that combines expertise across creative, media relations, influencer marketing, social strategy, and performance media. The account will be led out of Ogilvy’s New York office.
DeVries Global was Zippo’s previous PR agency partner, although Ogilvy has handled PR duties in Asia-Pacific markets. Zippo’s move to the WPP agency was motivated in part by the company’s desire to work with an integrated agency with global scale.
“As Zippo continues to grow globally, we were looking for an agency that would be a true partner to us as we think more holistically about our approach to marketing and communications,” said William Kolasa, Zippo’s senior director of integrated marketing and communications. “Ogilvy is well-versed in the data-driven, personalized experience that consumers have come to expect from brands and offers unparalleled creative expertise. We are excited for the opportunities that lie ahead.”
Zippo dates back nearly 90 years, and has manufactured over 600 million windproof lighters since its 1932 founding. With the exception of improvements to the flint wheel and modifications in case finishes, the product remains unchanged.