Countrywide takes on consumer PR for Dove

Elida Faberge has appointed Countrywide Porter Novelli to handle consumer PR for its soap brand Dove.

Elida Faberge has appointed Countrywide Porter Novelli to handle

consumer PR for its soap brand Dove.



Fees will amount to more than pounds 150,000 over the next year for the

consumer account, which was won following a three-way pitch two weeks

ago.



For the last three years, PR on the brand has been handled in-house.



Prior to that, the account was handled by Affinity Consulting.



Countrywide will raise the profile of the Dove brand which now covers

bath and shower gel products as well as soap bars.



Countrywide Porter Novelli director Pippa Evans said the agency is

looking at how to build on the strength of the brand.



’It is essentially a female brand that women trust and believe

delivers,’ she said.



Evans will focus on women’s magazines, regional press but also examine

broadcast opportunities to assert the ’empathic’ nature of the

brand.



Elida Faberge retains Burson-Marsteller on several brands including

Organics and Vaseline.



B-M also runs strategic projects for the company.



Freud Communications handles PR for the Lynx and Sure deodorant

brands.



Other agencies retained on Elida Faberge brands include Shilland and Co,

Sandpiper Communications and The Red Consultancy.



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