Weber Shandwick announced today that the firm has been appointed the full service, integrated marketing communications partner for the Maine Lobster Marketing Collaborative (MLMC).

The firm will lead public relations, advertising, digital and social media for the MLMC following the creation of the Collaborative in 2013 by the Maine Legislature, replacing the Maine Lobster Promotion Council.

The mission of the MLMC is to build demand for Maine lobsters in state, regional, national and international markets. Weber Shandwick was selected after a rigorous search as the MLMC reviewed top agencies in Maine and the United States. Weber Shandwick’s work with the Collaborative will begin immediately and will be serviced out of the New England office based in Boston.

“Weber Shandwick demonstrated deep experience and success in a broad range of capabilities, from strategy and traditional and digital media planning, to brand development and public and media relations,” said Matt Jacobson, executive director of the Maine Lobster Marketing Collaborative. “They built a strong foundation of trust and compatibility with us early on, and we are eager to move forward with them to showcase Maine Lobster.”

“The Maine Lobster industry has an incredibly rich story to tell as one of the oldest industries in North America and one focused so deeply on sustainability, both in terms of resources as well as the cultural and economic importance of lobstering to generations of families in Maine,” said Gail Heimann, president, Weber Shandwick. “We look forward to working together with MLMC to engage industry stakeholders and consumers in Maine and around the world.”

Based in Portland, the Maine Lobster Marketing Collaborative is an industry-funded marketing board founded in 2013 to represent a community of over 6,000 lobstermen and 300 dealers and processors who have been committed to protecting and nurturing Maine Lobster. MLMC is dedicated to educating trade and consumers about the industry’s 150 years of sustainable practices that enhance the quality, flavor and health of their lobsters. Maine’s lobster fishery is by far the largest commercial fishery in the state and the largest lobster fishery in the country. Officials estimate the industry’s overall impact on the state’s economy to be more than $1 billion.

The Maine Lobster Promotion Council’s previous communications efforts include a video titled, “The Maine Lobster Lover Celebration”, which was made in 2012.

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