Hovis repositioning brief for Borkowski

British Bakeries has hired Borkowski PR to handle PR for Hovis. The

agency has been appointed as part of a full communications and marketing

offering aimed at repositioning the Hovis brand.

The agency was handed the six-figure fee account following a four-way

pitch, which included The Red Consultancy, Freud Communications and

long-term incumbent BSMG Worldwide.

BSMG director David Walker had led the account for 10 years, having won

it when heading Walker Williams. BSMG acquired WalkerWilliams in


Borkowski was selected by British Bakeries brand manager Paula Moss.

According to Moss, Walker and BSMG will now work with Hovis in a more

restricted capacity. BSMG retains a corporate and crisis management


The aim of the marketing overhaul is to contemporise the Hovis brand. An

advertising campaign run by BMP DDB begins next month to coincide with a

repackaging of the range. Recipes have been updated and further product

launches are expected.

The Borkowski team will consist of account manager Dee McCourt and two

managers, with agency boss Mark Borkowski acting as creative head.

The agency was chosen because of its 'different approach', said Moss.

'They had a more radical view of the brand.'

British Bakeries accounts for 35 per cent of the UK bakery market, and

its other brands include Nimble, Mother's Pride and Granary.

The Hovis account, together with the recent appointment of Borkowski by

Vodafone, marks a significant shift in focus for the agency.

'To an extent, we have been typecast as an entertainment agency but we

have always managed brands,' said Borkowski.

Towards the end of last year the agency restructured in a bid to focus

more on consumer activity. However, Borkowski stressed that his agency

continues to handle entertainment PR and a separate 'personality

division' is to be launched before the year's end.

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