Grayling seals deal to handle Intercork's £19m international PR drive

Grayling has netted its biggest global win since merging with sister shops Trimedia and Mmd, taking lead PR duties on the cork industry's £19m international PR drive.

Stoppers: big win for Grayling
Stoppers: big win for Grayling

The agency will manage the Intercork programme that promotes cork as a superior alternative to metal screw caps on wine bottles.

Grayling's contract is overseen by Apcor, the Portuguese Cork Association, and covers six countries. In the UK and Italy, the focus will be on cork stoppers. In China, Japan, Russia and the UAE, the agency will promote cork as a building and decoration material. In the UK alone, the business is estimated to be worth more than £1m.

Apcor is responsible for 85 per cent of worldwide cork exports, and the industry represents 16 per cent of Portugal's foreign income.

'Intercork is the biggest comms project that Apcor has ever developed and therefore the choice of partner was critical,' said Apcor representative Carlos de Jesus.

'Grayling had clearly researched the markets thoroughly and the plans that the teams presented were tailored to each country.'

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