Bass Brewers has disposed of its roster of two agencies and
appointed Shilland and Co on a brand-building consumer and trade
campaign for its five major drinks brands, including Carling.
The work was awarded after a four-way pitch including incumbent agencies
Countrywide Porter Novelli (CPN) and Paragon Golin/Harris, together with
Freud Communications.
Prior to Shilland’s appointment, CPN worked on Carling and Hooper’s
Hooch, Paragon on Worthington and Grolsch, while the PR for Caffrey’s
Irish Ale was managed in-house. All these brands are now Shilland’s
responsibility.
’We wanted to take a fresh look at our PR strategy. Over the past three
to four years we have used a roster system across our different brands
but decided it was time to consolidate our key brands under one agency,’
said Stuart Cain, brands PR manager for Bass.
A team of five will work on the substantial six-figure account, headed
by account director Chris Charlton, but with involvement of senior
management such as MD Peter Shilland.
According to Shilland, the appointment of a single agency allows the PR
function to work more closely as part of the marketing team to exploit
opportunities across the range of brands.
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