Peroni agency review puts Seventy-Seven PR on alert

Seventy-Seven PR is on alert as insiders suggest SABMiller is discussing ways to include PR in a review of Peroni Nastro Azzurro's above-the-line business.

Integrated offer: Peroni agency review
Integrated offer: Peroni agency review

PRWeek’s sister title Campaign reported last week that SABMiller is to launch a pitch process for its advertising, currently held by agencies The Bank, Arc and Holler.

Sources have suggested that the pitch is part of an effort to create a more integrated offer and that PR is under consideration for inclusion.

Such a brief may attract combined multi-agency bids from advertising and PR agencies within larger groups.

However, Seventy-Seven PR could be conflicted out of a combined brief as parent company AMV already works for rival drinks brand Guinness.

It is understood that the agency will continue to work on the brief at least into the new year.

Seventy-Seven PR declined to comment and SABMiller had not responded to requests for comment at the time of going to press.

Seventy-Seven PR has worked on the Peroni account for more than a year. It won it following a controversial parting of ways between SABMiller and Shine Communications at the end of 2010.

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