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
The agency’s work for Bass is believed to carry fees of up to pounds
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
Paragon will continue to handle Bass’ Grolsch, Staropramen, and Asahi
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.’