Harrison Cowley nets MCD drinks revitalisation job

Matthew Clark Drinks - the company behind Babycham, the classic

1970s tipple - has appointed Harrison Cowley (HC) to revitalise its

brands.



HC has a brief to handle consumer PR for MCD's wine-based drinks

division, which also includes Stone's Ginger Wine, QC and Arbor Mist

brands.



The one-year brief, worth a six-figure sum, was won following a

non-competitive pitch. There was no incumbent agency.



The account will be led by HC consumer associate director Nikki Chee,

reporting to Paul Silk, MCD head of marketing.



According to Chee, HC will primarily focus on Babycham, 'looking to

build on the 1970s revival', while ensuring 'it retains a contemporary

feel'.



Sales figures for the sparkling drink brand show a 32 per cent

year-on-year increase for 2000, attributed by MCD to the 'retro chic' of

the beverage, which relaunched with its traditional fawn logo in

1997.



The agency will also assume responsibility for operating a consumer

press office for the client and its drinks.



HC already handles consumer briefs for Vladivar Vodka and Bombardier

Beer.



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