The world’s largest wrestling promotions company hired incumbent Frank PR in August 2008 following a 25-agency trawl. But it has now handed its six-figure consumer account directly to Shine.
Shine has been asked to maximise key pay-per-view events, promote national live event tours, leverage talent promotional tours and manage a consumer press office.
Associate director Natalie Luke will head up the account, reporting to WWE’s senior director of international communications Claire Murphy.
Luke said: 'Our remit is to really broaden appeal and take it to the mainstream, building new opportunities and finding new journalist fans. We want to be achieving hero coverage on shows like BBC The One Show, Question of Sport, GMTV Toonatik, T4 and Newsround.'
Shine’s first piece of activity is WWE’s upcoming November tour across the UK and Ireland. The agency will promote the tour in both regional, national and digital media.