Exel Hires Scream Agency To Handle Its Ads And PR In North America

Scream Agency, a full-service advertising and PR firm, today announced it has been hired by Exel Sports NA, a fully owned subsidiary of the parent company Exel plc. of Finland, manufacturer and developer of composite consumer products (cross-country, alpine, trekking and Nordic Walking poles).

Scream Agency will develop a comprehensive set of communication materials including: brand positioning, marketing planning, sales collateral and consumer pieces as well as an aggressive PR strategy.

“We were looking for an advertising and PR firm with deep roots in the outdoor and consumer industries,” said Exel North America’s vice president of marketing, Tracy Ferland. “With Nordic Walking becoming a new fitness craze throughout North America we knew Scream’s extensive knowledge and passion for outdoor fitness was a perfect fit for us. We look forward to working with them to build continued awareness and recognition of the Exel brand in North America.”

In 1997, Exel Oyj of Finland created Nordic Walking by developing the Nordic Walking technique and designing specifically engineered poles for the activity. Nordic Walking is a total body workout that increases participant’s caloric expenditure by 20 percent compared with ordinary walking. Often described as “cross-country skiing without snow or skis” or “power walking with poles,” Nordic Walking has grown quickly to over six million participants worldwide.

“We are thrilled to have been chosen to help raise awareness and recognition for Exel’s products in North America,” said Lora Ledermann, owner and creative director of Scream Agency. “We look forward to building momentum for a brand and sport that truly encourages overall fitness for almost any age.”

Additionally, John Gillis of Meridian Communications has been appointed senior advisor to Exel Sports NA. “John’s work and expertise thus far in developing Exel’s market position especially in the Nordic Walking category, has been impressive,” explains Chris Griffin, vice president of sales of Exel Sports NA. “John will advise the company in strategic matters including partnerships and sales with the goal of increasing Exel’s leading market position in this steadily growing category.”

About Exel Sports NA
Exel Sports NA handles marketing, sales, logistics and product development of Exel Oyj’s consumer products (cross-country, alpine and Nordic Walking poles) in North America. Exel Sports NA is a fully owned subsidiary of the parent company Exel Oyj. International operations account for some 80% of the Group’s net sales, which were approx. EUR 93 million in 2005. The Group employs 450 persons worldwide and its shares are quoted on the Helsinki Exchange’s Main list. Further information: www.exelsports.net.

About Scream Agency
Scream Agency, LLC was founded in 1997 as a full-service advertising and public relations agency that services outdoor recreational, retail, travel and tourism, business-to-business and high-tech clients. Scream’s capabilities include advertising, public relations, Web, guerilla, direct and strategic marketing. For more information visit www.screamagency.com.

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