Britvic axes trade agency after comms overhaul

Britvic, the distributor of drinks brands including Pepsi, Robinsons and Tango, is to part company with its trade agency Touch PR after seven years.

The company's £494m-flotation at the end of last year triggered a review of its comms, and its trade PR will - at least on an interim basis - be handled in-house when Touch's contract expires at the end of August. ‘Now Britvic is a PLC, we are reviewing the way we handle our trade PR,' said Britvic media manager Julian Mears.

He added: ‘We hope to conclude the review this autumn. We will then decide whether we keep trade PR in-house or look for external resources.'

Britvic stressed that its relationship with Hill & Knowlton, which handles its consumer PR, was not under review and it continues to use Brunswick Group for financial PRTouch created the annual Britvic Business, Food and Drink Journalist of the Year awards six years ago.

Agency director Phillippa Browning said Britvic had invested ‘significantly' in trade PR over the years, but declined to reveal the fees the agency has earned.

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