The Vladivar Vodka account has been scooped by Harrison Cowley, following a two-way pitch with Hill & Knowlton.
The incumbent agency of some five years was Freud Communications. But after submitting ideas to Vladivar brand owner JBB (Great Europe), the agency resigned the account over the direction of the campaign.
There is to be a shift in the consumer PR strategy for the vodka brand, popular with 18 to 24-year-old women.
Denise Marshall, Vladivar PR manager, said they had been 'highly active' in the last few years. 'By using celebrity endorsement, (we) have succeeded in raising the profile of Vladivar. We now want to drive this fun-loving, party-animal sector even harder to get closer to the brand,' she said.
Celebrity endorsees have included Meg Mathews and Donna Air. According to Alan Twigg, Harrison Cowley consumer director, the new consumer PR campaign will be trying to hit the party animals, during the 'getting ready to go out' time. The trade PR is being handled in-house.
Fees for the account are in the region of six-figures.
Freud's director Oliver Wheeler said: 'We've had a great relationship with Vladivar and delivered some hard-hitting campaigns. We had a few creative differences for 2001, and therefore suggested they use a more appropriate agency for the change in scale'.