Youth PR agency FFI Beatwax has won a four-way pitch to head French
mineral water company Evian’s youth PR drive.
FFI Beatwax beat incumbent Livewire in a pitch for the two-year account,
which carries fees of pounds 160,000 per year. Livewire had held the
account for three years.
Evian is keen to redirect its communications strategy towards the youth
market, and as part of its programme, FFI will organise nightclub and
summer music festival sponsorship as well as highlighting Evian’s snow
The company was a sponsor of last year’s British Snowboarding
Championships and plans to maintain its links with the sport. Evian has
already been named as a main sponsor for music event and FFI client
Tribal Gathering, in May.
’The youth market is very important for Evian and the secret to cracking
it is not through restrictive marketing disciplines,’ said Darren
Thomas, brand manager at Evian.
’The bottom line is that we expect FFI Beatwax to increas the status of
the Evian brand,’ he added.
Evian has increased its PR budget for 1998 by 15 per cent over last
The company has also renewed its one-year corporate and trade PR
contract with Benchmark, handling crisis management as well as
implementing a communications strategy for mainstream audiences through
events such as the sponsorship of the Lawn Tennis Association.