Persil account win for Cairns and Associates

Cairns and Associates has won a David and Goliath-style victory to

bag the Persil washing powder account previously held by Shandwick


The nine-strong firm will now be the agency of record for Persil's two

major brands Persil Non Bio and Persil Performance, with effect from 1

October. Shandwick continues on a corporate PR brief for Lever


The work covers consumer and trade PR for what is described as its 'main

wash' portfolio: powder, tablets, concentrated powder and liquid.

The Red Consultancy works on Revive, Persil's dry-clean-only product,

and other projects.

Cairns and Associates was invited to pitch for the work after it handled

two projects for the Lever Brothers brand this year, including a summer

football campaign for Persil Performance.

Lever Brothers PR manager Esra Erkal-Paler said Cairns' pitch ideas had

'actually helped the core team clarify the communications proposition

across the entire campaign, from PR to direct marketing to the web site,, and even the national roadshow.'

Managing director Catherine Schram is heading the account. She helped

launch Cairns in London two years ago.

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