Shandwick unit replaces Welbeck consumer arm

Shandwick International has created a new unit called Razor PR, within its rebranded consumer and entertainment PR offering.

Shandwick International has created a new unit called Razor PR,

within its rebranded consumer and entertainment PR offering.



Shandwick Consumer and Entertainment this week replaces Shandwick

Welbeck, the consumer vehicle which had been running for two-and-a-half

years.



Razor has been established to provide guerilla marketing and ’creative

flair’ for both existing and new Shandwick consumer clients. It will be

headed by the existing Consumer and Entertainment CEO Claire

Davidson.



Razor will be run on a day-to-day basis by two former Shandwick Welbeck

directors, Bettina Grant and Niki Turner. They will work with a team of

20, advising existing Welbeck clients on whether it is appropriate to

transfer to Razor or remain with the wider consumer practice.



The consolidation of the Shandwick brand over the last few years had

involved a plan to drop the Welbeck name in 2000, said Davidson.



Shandwick boasts the world’s largest consumer PR offering with annual

fees of over pounds 30 million, including over pounds 4 million in the

UK. Existing clients for Shandwick Welbeck include a range of Nestle

products and Bacardi Martini.



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