Lexis wins the race for McVitie’s consumer PR

Biscuit giant McVitie’s has split its PR account into two for the

first time, handing the consumer brief to Lexis PR and the trade account

to CirKle Communications, a new agency set up by McVitie’s

communications manager Caroline Kinsey.

The fees for the combined account, handled by Nexus Choat for the past

four years, are understood to have been worth around pounds 600,000 last

year and are believed to have been reduced to about pounds 500,000 this

year.

The company reviewed its PR arrangements earlier this year, receiving

pitches from four new agencies alongside Nexus (PR Week, 3 April) and

reaching a shortlist of three: Lexis, Nexus and Paragon.

Kinley has worked in the McVitie’s communications department for eight

years, most recently on a part-time basis. She will leave next month to

set up CirKle and the company does not plan to replace her.

Stephanie Smith, the communications manager at McVitie’s who led the

review process, said: ’Splitting our account was always an option. It

will enable us to focus specifically on the distinct needs of each

area.

Caroline knows about our brands and she’s got an established

relationship with the trade press.’