PFPR set to drive Ferrari brands in UK comms push

PFPR Communications has been hired by Maranello Concessionaires -

the UK distributor for the Ferrari and Maserati brands - to work on

consumer and trade campaigns for both marques.



The deal is the culmination of a close working relationship spanning

several years, which has seen PFPR working on a consultancy basis on a

variety of projects. The 'long term' deal will cover publicity in the

UK, as well as Maranello's dealerships in Belgium.



The account will be led by the firm's partners Peter Frater and Peter

Rawlinson, who are likely to take responsibility for one brand each,

reporting to Maranello's in-house communications manager Huguette

Boyagis.



Their work is likely to concentrate on two different areas: maintaining

Ferrari's position as a leading brand, while attempting to 'establish

the pedigree' of the Maserati name from a standing where, according to

Frater, 'it has been absent or at a low-level for several years'.



PFPR was established in 1997 by Frater, with Rawlinson coming on board

as partner in February this year. Both have extensive experience in the

automotive industry, and the firm's work is targeted at this sector.



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