Guinness World Records has appointed Red Agency as its PR firm for consumer and b-to-b comms work in Australia and New Zealand.
After putting out an RFP last October and a competitive pitch at the end of last year, GWR today announced that Havas Group-owned Red will handle its brand management and promotion work.
The contract is a monthly retainer worth a total of A$70,000 per year, not including media spend.
Red’s remit includes working with brands, agencies and charities to boost GWR’s profile through its commercial services, and offering record-breaking activities that enhance GWR partners’ marketing and CSR initiatives.
Adam Freedman, Account Director, Consumer at Red Agency, said: "It's not every day you get the opportunity to work with an organisation which has such a strong and unique impact on popular culture," said Adam Freedman, account director for consumer at Red who will over the account day-to-day.
People and brands across the world aspire to one day have their name written in the official Guinness World Records. We can't wait to get started and help people and brands across Australia and New Zealand to break a record."
James Wright, Red’s managing director and COO of Havas Group in Australia, will provide strategic and creative counsel to GWR.
Nadine Causey, GWR’s senior vice president for EMEA and APAC, said: "The response to our agency brief was overwhelming and all agencies involved had great presentations and ideas.
"We felt, however, that the Red Agency’s response went beyond what we had originally asked for and their ideas, brand values and growth ambitions were most closely aligned with our own. We look forward to working with them."
Previous GWR partners in Australia have ranged from Ikea and Woolworths to Momentum Worldwide and Dymocks. The country is GWR’s fourth-largest market after the UK, US and Germany.