NEWS: Wedgwood hires Attenborough as brand builder

Fine china and tableware brand Wedgwood has hired Attenborough Associates to handle a pounds 100,000-plus public relations spend.

Fine china and tableware brand Wedgwood has hired Attenborough

Associates to handle a pounds 100,000-plus public relations spend.



Wedgwood was forced to put the account out to pitch when previous agency

PR Unlimited opted to close at the end of December.



Attenborough Associates was one of five agencies invited to pitch and

won after a two-stage presentation process conducted over January and

February.



Mark van Dyck, Wedgwood international brand director, said the agency

was selected because of its experience handling ‘designer-led consumer

goods’.



He added that the brand was also keen to work with ‘a medium-sized

agency where we would be an important client,’ but declined to name

other agencies who pitched.



A key objective for the agency will be to help popularise a more

contemporary range of mid-priced casual tableware launched to reflect

‘current lifestyle trends’, according to van Dyck.



Bridal and home interest magazine titles will form the core target media

of the public relations campaign, with the agency seeking to raise the

brand’s profile among a younger demographic group.



Agency managing director Nick Attenborough said that the firm would help

to ‘underpin the brand’s leading position in the international

marketplace.’



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