Absolut may ditch C&W after review

LONDON: Absolut Vodka is reviewing its UK PR business, which may result in four-year incumbent Cohn & Wolfe being shown the door.

LONDON: Absolut Vodka is reviewing its UK PR business, which may result in four-year incumbent Cohn & Wolfe being shown the door.

LONDON: Absolut Vodka is reviewing its UK PR business, which may

result in four-year incumbent Cohn & Wolfe being shown the door.



The review is believed to be a three-way affair including C&W as well as

youth lifestyle shops Cake and Henry’s House. While none of the agencies

nor Absolut parent company Seagram were available for comment, a main

reason for the review of the business is Seagram’s reported

disenchantment with the level of creativity in C&W’s present PR

work.



The new brief covers all of Absolut’s UK PR, including consumer and

trade press, and particularly emphasizes live events.



The successful candidate may choose to play up Absolut’s strong ties

with the art world. Launched in the late 1980s, the brand established

street credibility via ads featuring the work of artists David Hockney

and Keith Haring.



The agency that eventually wins the business will report to a new brand

manager at Seagram, Tracy Atherton.



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