NEW YORK: Shandwick and Fleishman-Hillard made their final pitches
in New York last Thursday for the coveted pounds 300,000 Wall Street
Journal account, which encompasses both the newspaper and its online
Miller/Shandwick is currently agency of record for WSJ.com, and it will
lose this business if F-H prevails. The relationship between Shandwick
and WSJ.com is not thought to have had any influence on the pitch
process for the combined account.
The Journal has previously been reluctant to commit resources to a PR
agency. But according to Dick Tofel, vice-president of corporate
communications at Dow Jones, the increasingly complicated nature of
publishing - especially the internet - prompted the move for external PR
’We are not abandoning our internal PR programmes, just reaching out to
the experts,’ Tofel said.
Dow Jones initiated its agency search only weeks after the Financial
Times hired Porter Novelli to provide the PR component of a pounds 10
million integrated campaign for its internet unit, FT.com.
Edited by Gidon Freeman.