Three vie to win Absolut’s UK PR

Leading drinks brand Absolut Vodka is reviewing its UK PR work.

Leading drinks brand Absolut Vodka is reviewing its UK PR work.

The review is believed to be a three-way affair including incumbent of

four years Cohn and Wolfe, together with youth lifestyle agencies Cake

and Henry’s House.

The new brief covers all Absolut’s UK PR including consumer and trade

press with particular emphasis on live events with an Absolut


The Absolut brand, which is imported and distributed by Seagram, has

very strong ties with the arts world. The brand was launched in the

late-1980s, with Absolut establishing its street cred through

advertising featuring the work of artists such as David Hockney and

Keith Haring.

One of the reasons for the repitch is believed to be that Seagram is

dissatisfied with the level of creativity of its present PR work.

Seagram, Cohn and Wolfe, Cake and Henry’s House were unavailable for

comment at the time of going to press.

The successful agency will report to a new brand manager at Seagram.

Tracy Atherton will take charge of the account following the promotion

of senior brand manager Maria Bates to marketing manager for wine and


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