Whitbread Beer Company, the UK’s third-largest brewer, has
appointed Shine Communications to promote its Stella Artois premium
The account is understood to involve a fee of pounds 150,000.
Shine was appointed after a three-way pitch, which included Hill and
Knowlton, and replaces incumbent agency of five years, Cohn and
Stella and C&W mutually agreed not to renew their contract.
The account will be headed by director Michael Frohlic, who will have a
team of six and will report to Scott Lenik, marketing manager for
Hill and Knowlton is understood to have been appointed by Whitbread to
work on future Stella-related launches later this year.
Shine’s first assignment will be to boost the lager’s association with
film. It currently has a number of initiatives under its Stella Screen
project, including the nationwide Stella Outdoor Screen Tour and
sponsorship of films shown on Channel 4 and its non-terrestrial sister
The Shine appointment reflects a larger, internal restructure at
Whitbread announced last month (PR Week 11 February). The post of media
relations manager for the group remains vacant after Jeremy Probert took
over as group PR manager.
Whitbread has a 16 per cent share of UK beer sales. Its brands also
include Heineken, Boddingtons, Rolling Rock, Labatts, Source and Volsk.
Whitbread is expected to announce a new ’patriotic’ draught lager brand
called GB, to challenge Bass’ best-selling Carling in time for this
summer’s Euro 2000 football tournament. Last June, Whitbread announced a
pounds 3.5million media campaign to build sales in the 18- to
The Stella account marks the second high-profile brand win in a month
for Shine, following its appointment by Cosmopolitan to run its