Stella Artois drops Shine for Exposure

Interbrew’s premium lager Stella Artois has ended its four-year association with Shine Communications with the appointment of Exposure as its retained consumer agency.

Stella Artois drops Shine for Exposure
Stella Artois drops Shine for Exposure

The change in PR support takes effect at the end of December, concluding a two-month pitch process that saw at least 15 agencies in the initial running for the account.

Exposure group director Mark Stringer said the agency is in the process of getting up to speed with the strategies of the brand’s existing marketing team. ‘Our remit is to work with the client’s other agencies to promote forthcoming brand campaigns, new ads, on-pack promotions and whatever else comes through,’ he said.

Stringer added that Exposure would be supporting the pre-existing PR outlets undertaken on behalf of the Stella Artois brand. ‘We’ll be doing a lot of event work and publicity around sponsorships, such as the Stella Artois tennis championships, as well as the Stella Screen film event,’ he said.

Fees for the initial one-year contract have not been disclosed, but fees for Shine’s work on the brand were known to be in the region of £150,000 a year.

Shine is to remain on the Interbrew consumer agency roster.

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