CRANSTON, RI--(Marketwired - May 20, 2014) - Alex and Ani, one of America's fastest growing lifestyle brands, has selected MODCo Group of New York as its advertising agency of record. The selection was made following a strategic search that was completed in April 2014.
Alex and Ani creates and sells lifestyle products Made in America from eco-conscious, recycled materials. Famous for beautiful jewelry including its design-patented expandable wire charm bangles, the company plans to launch product extensions, including handbags and small leather items, men's collection, candles and jewelry with precious gemstones later in 2014. MODCo Group will lead the strategic creative development and media implementation for Alex and Ani's television, radio, print and online advertising channels. Additionally, MODCo Group will spearhead all paid media strategy media buying and provide media activation(s) across Alex and Ani's digital platforms.
"Marketing today is about authentic conversations with customers, and MODCo is a pioneer in helping lifestyle brands to engage consumers with savvy and meaningful creative," said Carolyn Rafaelian, Founder, Creative Director and Chief Executive Officer of Alex and Ani. "We are pleased to be working with the MODCo Group because they truly understand our positive energy brand and our unique business model. We are excited to see how they are going to help us grow to the next level."
MODCo Group, an independent agency with offices in New York and Los Angeles, has an extensive and in-depth track record successfully launching fashion and lifestyle brands, product extensions and media strategies for iconic labels including Tory Burch, Sydney Garber, Carolina Herrera, True Religion, Vera Wang and Victoria's Secret. MODCo Group began its work for Alex and Ani in April 2014.
At the same time, Alex and Ani is moving to absorb its subsidiary, Seven Swords Media, into the company as a department within Alex and Ani to directly support the company's core products. The move will also streamline business operations and increase efficiency. As a result, Alex and Ani will now support the back office operations that were handled by Seven Swords Media. Nine positions that are duplicative are being eliminated, including the CEO and the CFO/COO of Seven Swords Media.
"Seven Swords Media was responsible for our highly successful 2014 Super Bowl television commercial, and their creative work continually captures the spirit and positive energy of Alex and Ani," said Rafaelian. "As we bring MODCo's resources to bear on behalf of Alex and Ani, the creative combination of external and internal support will help to position and define our brand for future growth."
About Alex and Ani
Alex and Ani, LLC offers eco-conscious, positive energy products created by Designer Carolyn Rafaelian, Founder, Creative Director and CEO. Alex and Ani is synonymous with Made in America. Its World Headquarters are located in the Greater Providence, Rhode Island area, where its products are designed, manufactured, and assembled using recycled local materials. Carolyn believes that every individual has a positive message to share with the world, and by incorporating powerful symbolism and design into each positive energy piece, Alex and Ani provides a vehicle for wearers to express their individuality. An Inc. 500 Company, Alex and Ani has retail stores in addition to retail partners both domestically and internationally. Please visit www.AlexandAni.com for more information.
The following files are available for download: