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
Mark van Dyck, Wedgwood international brand director, said the agency
was selected because of its experience handling ‘designer-led consumer
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