Ice-cream maker Haagen-Dazs has hired The Wright Partnership (TWP)
for a rebranding project, as the product revises its PR function.
Brand manager Reemah Sakaan indicated that the Pilsbury Company division
is to 'move away from retained agencies towards handling PR on a project
The brand retains Edelman Public Relations Worldwide in an 'acting press
office' capacity. With most of the brand's PR to be dealt out on a
project basis, Sakaan added that a major agency such as Edelman could
not be retained 'just for a press office function', which is to be
handled in-house in the future.
TWP partner Sara Stewart leads the project brief, secured following a
three-way pitch involving Weber Shandwick Worldwide and food specialist
agency Nexus Choat.
Reporting to Sakaan, the agency will push the brand towards a mid-20s