LONDON: Advertising agency Innocean Worldwide Europe is set to appoint Bell Pottinger as it seeks to distinguish itself from competition.
The agency is understood to have beaten three others in a pitch for the retained European brief, which will focus on forming a three-year PR strategy.
Innocean Worldwide has a team of 1,300 staffers around the globe. It works with a range of clients including Kia, Canon, and Diageo, and its European arm covers nine markets.
Earlier this year, the agency came under fire after Hyundai pulled one of its online ads showing a man's attempted suicide in his garage being thwarted by a zero-emission engine.
Following protests and negative media coverage, Hyundai apologized for the viral video.
One well-placed source said that the brief, which is not understood to be directly related to the controversy, was about showing “it is a through-the-line agency looking for bigger, better briefs.”
“It wants to distinguish itself from the competition and show it is working across all platforms,” the source added.
A Bell Pottinger spokesman confirmed the agency was in discussions but did not elaborate on the scope of work.
This article originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.