Phipps takes all after Sherry bid

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 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

ZGC.



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.



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