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
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
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.