A&G Adds Berklee College of Music

BOSTON Independent Allen & Gerritsen has added the Berklee College of Music to its roster following a review, the agency said today.

The Watertown, Mass.-based agency’s Digital Incubator unit will work with the Boston-based school to develop a strategy that leverages the Berklee talent and focuses on recruitment. Elements of the campaign will include social networking, content creation and event marketing.

“A&G showed us that they really understood the importance of peer to peer communication in contemporary music education and throughout the music industry,” said Tom Riley, vp, external affairs at Berkley, in a statement.

Pile and Co. in Boston oversaw the review process; other contenders — as well as the budget — were not disclosed.

This marks the second time this year that A&G has been hired to promote a high-profile local institution. In April, the agency was engaged by the Boston Public Library for a new logo as well as broadcast, online and transit ads, along with out-of-home and in-branch materials. The shop also works for the Boston Celtics.