Murphy's Irish Stout is to benefit from a sustained consumer PR programme for the first time since 1999.
Whitbread has hired Shine Communications for the brand, after a competitive pitch. Fees are in the six-figure region.
Shine already handles premium lager Stella Artois for Interbrew. Whitbread owns the licence to brew and market Murphy's in the UK, and it is distributed by Interbrew.
The last time an agency worked on Murphy's was in 1998-1999, when the account was held by Larkspur PR.
PR manager for Interbrew, Stephanie Dawson, said the reason an agency was hired was because they were 'looking at new activity around the brand issue. We want to raise the profile with consumers,' she said.
Murphy's is the number two stout brand, after Guinness. Murphy's has a ten per cent market share, versus Guinness' 89 per cent.
Dawson said the PR team did not look directly at what Guinness was doing, but developed a strategy for the brand, to meet their own objectives.
When asked if the 'Sisters of Murphy' ad campaign would continue, she said they were still looking at advertising issues.
Shine Communications director Michael Frohlich will head the account, reporting to Karen West, marketing manager for Murphy's.