Ice cream company Carvel will work with newly-appointed digital AOR Brandmovers to develop its digital strategy and planning, including search engine marketing, online and mobile media buying and social media management, said Alberto Pages, VP of global business development at Brandmovers, said on Dec. 8.
Carvel tapped Brandmovers as digital AOR on Dec. 6, in a move centered on Carvel’s 2012 digital plans, which include a reskinning of Carvel.com and an online sweepstakes that will launch in the summer, said Lori Peterson, Carvel’s VP of marketing.
As for the company’s full-year search marketing plans, Peterson said Carvel “[does] not play in that arena” when it comes to search engine optimization and paid search and will focus on optimizing its desktop and mobile-optimized websites, as well as keywords it targets, to ensure top billing on organic search results.
Brandmovers was the only agency Carvel considered for the hire, Peterson said. “We’ve used Brandmovers [on a project basis] since 2008, and they’ve always done a fabulous job,” she said.
Pages said Brandmovers has five employees dedicated to the Carvel account.