SAB Miller hits back that Shine was sacked due to 'persistent under-delivery'

SAB Miller has hit back at claims that Shine Communications resigned from handling its Peroni Nastro Azzurro account, arguing that the agency was sacked.

SAB Miller brands: Peroni part of drinks portfolio
SAB Miller brands: Peroni part of drinks portfolio

SAB Miller head of media relations Nigel Fairbrass told PRWeek: ‘Far from resigning, Shine's contract with Miller Brands UK was terminated. Despite a record of persistent under-delivery, Shine were invited to repitch which they declined to do.’

PRWeek reported last Friday that Shine director Richard Brett confirmed the agency had resigned the account, blaming ‘differences around planning and the client's briefing process’.

However, Miller SAB disputes Brett’s version of events.

Brett responded to Fairbrass' statement: ‘In the last 12 months, we have delivered against Peroni’s own performance metrics, which recently earned us a performance related bonus for those achievements. We no longer wanted to continue working on the account because we did not believe that Peroni were working in partnership with PR.’

The brief is understood to be worth six figures. The agency will continue to work for the brand for three months. The agency reports to senior brand manager Karen Raglione-Hall.

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