GoPro, the camera company beloved by extreme sports enthusiasts, has hired both a media and PR agency as it aims to continue on its growth trajectory, industry executives told Ad Age .
After a review that brought in various large agencies, such as WPP's MEC, independent Horizon and IPG Mediabrands among others, the Half Moon Bay, Calif.-based company selected Aegis' Carat to handle media-buying and -planning duties. The company also brought on independent Olson for PR support.
GoPro declined to comment for this story.
The selections reflect a goal to ramp up growth, which means a greater investment in marketing. According to people familiar with the matter, the company is boosting its media budget to around $30 million. In 2011, it spent $15.5 million on measured media in the U.S., according to Kantar Media.
The move also comes a year after Suzanne Watson took on chief marketing officer role at GoPro. Previously, Ms. Watson served as a marketing director for Procter & Gamble.
According to Reuters, the company generated $250 million in revenue in 2011.
It's a top line indicative of growth after 10 years in business, noted executives familiar with the company. The move to bring on established agency partners marks its plans to continue on this path.
Creating and leveraging content will be the focus on both the PR and media fronts, noted various executives. Carat will run the account out of its L.A. office, where it touts clients such as Adidas and Relativity Media. The agency also counts video company Skype as a client, as well as Red Bull, which uses GoPro for its content production and strategy, noted an industry executive. For example, GoPro sponsors the 2012 Red Bull AMA Amateur National Motocross Championship.
Olson has also been knee-deep in projects involving content generation. In one of the firm's first projects, the company partnered with non-profit Project Aether on an expedition to Alaska. There, it recorded images of the Aurora Borealis from the edge of space.