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Jax Coco hires DDB Public Relations
By Adnews Staff
Hong Kong-based coconut water brand Jax Coco has retained DDB Public Relations of Toronto as its Canadian PR agency of record. The firm will work to raise awareness of the brand as it launches in Canada. The account will be serviced by the agency's DDB Chic practice, which specializes in style and luxury products. DDB's first work for the client will be a public relations campaign timed to coincide with the 2013 Toronto International Film Festival. The assignment will also include an influencer program aimed at the fashion, film, music and art industries. DDB won the account in a competitive pitch process involving an unspecified number of Canadian agencies. "We immediately felt a strong connection with the team at DDB PR and were impressed by their strategic thinking, extensive media and influencer relationships and the global reach of their agency network," said John Craig, chief operating officer of Jax Coco North America. "We look forward to partnering with them to introduce Jax Coco to Canadians and long term, to ensure that the brand stays top of mind with consumers."