Girl Guides chase agency to dispel nostalgic myths

The Guide Association is holding a pitch to hire its first PR agency and is expanding its in-house PR department, in a drive to update public perception of the organisation.

The Guide Association is holding a pitch to hire its first PR

agency and is expanding its in-house PR department, in a drive to update

public perception of the organisation.



Susan Kay-Williams, head of marketing and external relations,

interviewed agencies this week, and expects to appoint within six

weeks.



She said: ’We need to ensure that guiding is shown in its true colours

rather than the mythical 1950s/1960s image of Girl Guides. The

perception hasn’t been updated.’



Kay-Williams, who was chief executive of the British Lung Foundation

before joining the Guide Association at the end of last year, will spend

the next six months beefing up her in-house department, with up to ten

appointments in the areas of PR, recruitment, fund-raising and

marketing.



The new agency will work across consumer and corporate PR. Its first

task will be consulting on a new corporate identity for the Guides.



’The issue is repositioning the brand and disseminating that message,’

she said. ’We need to target the age groups of Guides - nine-year-old

girls - not their parents.’



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