READING, MA: Keurig, a wholly-owned subsidiary of Green Mountain Coffee Roasters (GMCR), selected Massachusetts-based Gear Communications as its AOR, following an RFP process that began early this year.
During the review, PRWeek reported that incumbent MSLGroup – the agency came on board in February 2010 as the brand's first PR AOR – was participating in the review alongside seven other agencies located in various US regions.
At that time, Chris Stevens, VP of corporate relations at Keurig, attributed the review to ...