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
The agency will focus on building a distinctive national personality for
Greenalls Pubs and Restaurants and promoting awareness of its key
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
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