The Sherry Institute of Spain has consolidated its UK PR,
advertising and sales promotion work into one account and appointed
Phipps PR on a three-year contract.
The total budget for the first year of the campaign is worth pounds
675,000, with PR fees comprising pounds 135,000 of that amount.
Countrywide Porter Novelli pitched for the work, along with sales
promotion agencies Team LGM and WBSB and incumbent advertising agency
Phipps previously handled the PR account, and since the repitch PR fees
have increased by a third. The agency also takes responsibility for all
retail promotions, advertising and events.
Nicky Forrest, account director at Phipps, will lead the account,
reporting to Graham Hines, director of the institute. Forrest said that
although the campaign had been previously advertising-led, the new
initiative will focus on sampling and media relations.
Forrest hopes ’this focus on sampling will help to further disrupt some
of the prejudices that surround sherry’.
The Sherry Institute of Spain, part of the Spanish Commercial Office, is
partly funded by the Spanish government, with sherry producers also
helping to pay for campaigns. Their aim is to promote the fortified wine
- which comes from Jerez, in Andalucia - throughout Europe. Phipps aims
to introduce sherry to a younger audience, and promote the message that
it is a quality product which should be drunk like wine, and can
complement certain foods.
The agency also handles work for the German Wine Institute and brands
such as Finlandia vodka and Highland Park whisky.