Bass Brewers splits consumer account

Bass Brewers has split its estimated pounds 500,000 consumer PR account between Paragon Golin/Harris and Countrywide Porter Novelli.

Bass Brewers has split its estimated pounds 500,000 consumer PR

account between Paragon Golin/Harris and Countrywide Porter Novelli.



Paragon previously handled all PR for Bass brands, including its

sponsorship of the Football Association’s Carling Premiership.



Now Bass has transferred PR for alcopops Hooper’s Hooch and Reef, and

lagers Carling Premier and Carling Lager to Countrywide Porter

Novelli.



The agency’s work for Bass is believed to carry fees of up to pounds

200,000.



Countrywide Porter Novelli had already won some work from Bass when in

January, the agency took on PR for alcopop Red and then launched Bass’

new bottled beer Carling Rock in July.



The agency pitched against Paragon for the new work in August, and began

work on the account this month.



It is understood that Paragon retains pounds 300,000 worth of business

with Bass. This includes PR exploitation of the Carling Premiership, and

a new account to promote Worthington Bitter and its sponsorship of the

League Cup, now renamed the Worthington Cup. The Cup, a knock out

football tournament between 92 clubs in England and Wales, was

previously called the Coca-Cola Cup.



Bass is spending pounds 23 million on sponsoring the Worthington Cup.

Paragon’s fees to support the Cup sponsorship are understood to be

pounds 80,000.



Paragon will continue to handle Bass’ Grolsch, Staropramen, and Asahi

brands.



Commenting on the review, Bass Brewers brands PR head Stuart Cain said

bringing in Countrywide would keep Paragon ’on its toes’. ’I felt that

all our eggs were in one basket,’ he added.



Countrywide Porter Novelli chairman Peter Hehir said: ’The concept that

Bass bought is that we have the right strategies to provide creative

ideas which are both deliverable and measurable.’



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