Greenalls builds brand with PR aid

Greenalls Pubs and Restaurants, the country’s largest independent

pub operator, has hired Manchester-based McCann-Erickson to provide a

full range of PR services following a major company restructure over the

past year.

The agency will focus on building a distinctive national personality for

Greenalls Pubs and Restaurants and promoting awareness of its key

brands.

Greenalls Pubs and Restaurants, the largest division of the Greenalls

Group, now manages 400 pubs in the UK, 140 themed pubs, bars, and music

venues, and 246 restaurants - employing 18,000 people.

The agency won the one-year account, worth in excess of pounds 100,000,

following a competitive four-way pitch early this month. It is the

Manchester agency’s biggest account win since it began operating 18

months ago following the merger of Castlefield PR and Lawson Leah

PR.

McCann-Erickson replaces Powell Communications, which held the Greenalls

Pubs and Restaurants account for the past eight years. Powell continues

to work for the Inn Partnership, the franchise side of Greenalls

business which includes 1,400 franchised pubs.

The decision to hire McCann-Erickson was made following the rapid

expansion of Greenalls’ Pubs and Restaurants in recent years. In 1995

the company acquired The Boddington Group, which added 450 pubs to the

Greenall pub estate in the north west. In 1993 it acquired

Weymouth-based JA Devenish. Last year Greenalls Pubs and Restaurants was

restructured to create three divisions covering theme bars and cafes,

pubs and restaurants.

Powell provided a full range of PR services, mostly at implementation

level. McCann-Erickson will provide a more integrated PR strategy, with

stronger brand focus and strategic support. The agency will push the

company’s key brands with specific objectives designed to dovetail with

the brand marketing plans, which are currently under review.

The account will be handled by a four-strong team headed by PR managing

director, Jo Leah: ’We plan to develop a series of key messages to raise

the profile of the pubs and restaurants, within the context of a highly

measurable campaign.’