Bass appoints Shilland to streamline brand PR

Bass Brewers has disposed of its roster of two agencies and appointed Shilland and Co on a brand-building consumer and trade campaign for its five major drinks brands, including Carling.

Bass Brewers has disposed of its roster of two agencies and

appointed Shilland and Co on a brand-building consumer and trade

campaign for its five major drinks brands, including Carling.



The work was awarded after a four-way pitch including incumbent agencies

Countrywide Porter Novelli (CPN) and Paragon Golin/Harris, together with

Freud Communications.



Prior to Shilland’s appointment, CPN worked on Carling and Hooper’s

Hooch, Paragon on Worthington and Grolsch, while the PR for Caffrey’s

Irish Ale was managed in-house. All these brands are now Shilland’s

responsibility.



’We wanted to take a fresh look at our PR strategy. Over the past three

to four years we have used a roster system across our different brands

but decided it was time to consolidate our key brands under one agency,’

said Stuart Cain, brands PR manager for Bass.



A team of five will work on the substantial six-figure account, headed

by account director Chris Charlton, but with involvement of senior

management such as MD Peter Shilland.



According to Shilland, the appointment of a single agency allows the PR

function to work more closely as part of the marketing team to exploit

opportunities across the range of brands.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.