Shine Communications resigns Peroni Nastro Azzurro account

Shine Communications has resigned from handling UK PR activity for SAB Miller's Peroni Nastro Azzurro beer brand.

Ditched: Peroni
Ditched: Peroni

The brief, which is understood to be worth six figures, is expected to be put up for competitive pitch.

Shine director Richard Brett explained the move: ‘We’ve had some quite big differences around planning and the client's briefing process, and we didn’t feel they were working in partnership with PR.'

Brett is understood to have been behind the decision to resign the account. The agency is believed to have been able to do this after recently winning a number of accounts.

The agency, which resigned the account at the end of last week, will continue to work for the brand for three months. The agency reports to senior brand manager Karen Raglione-Hall.

Shine was appointed in 2008 to handle the brief, taking over from three-year incumbent Gabrielle Shaw Communications, who continue to handle the brand's global PR.

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