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
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.