Hyster Selects Koroberi

BOSTON Koroberi Inc. said it has been chosen to handle advertising for Hyster Co., a national provider of lift trucks to heavy industry.

“We were attracted to the broad expertise Koroberi brings to the table in advertising, PR, direct and interactive,” said Paul Laroia, client president. “Innovative, tightly integrated marketing communications programs are where Hyster is putting its marketing dollars. We chose Koroberi because of its proven track record in our market space.”

Hyster is located in Greenville, N.C., while Koroberi is headquartered in nearby Chapel Hill. The budget was not disclosed.

Bruce Olive, agency CEO, noted that the trucks “are synonymous with productivity, dependability, comfort and safety,” attributes that could be featured in upcoming campaigns. The shop’s initial efforts for the client will break in trade media, followed by public relations and online efforts.

Koroberi, which is independently owned, specializes in business-to-business communications and employs 25 staffers in Chapel Hill, as well as three employees in its New York satellite office.

The agency has handled assignments for clients such as Boeing, Cisco Systems, Ford, GTE and Heinz, among others.