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
tie-in.
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
champagne.
