DIARY: Golin/Harris gets set to tackle a Caffrey's sponsorship account

Golin/Harris International's staff are metaphorically beefing up

their thighs and chests - and, more importantly their campaign tactics -

to tackle a new consumer PR account for Bass Brewers, one of the

sponsors of the British Lions rugby test tour of Australia.

Bass's own Irish ale Caffrey's, which has been allocated the Official

Beer status for The 2001 Lions event, and which, it is hoped, will be

drunk in hearty quantities by fans from the UK as they scream

encouragement at the line-outs, rucks and fly-halves.

The account marks a big move for G/H, which has experience of sporting

events PR from its Carling Premiership and Worthington Cup briefs.

But as any beer swilling and singer of the blue version of Sweet Chariot

(among others naughty ditties) knows, soccer is for 'wimps', while

rugger is for 'real men'.

So how will G/H, which was appointed without a pitch, fare amid all that

ale, mud and testosterone?

G/H director Andy Sutherland is heading a three-man team on the


He said: 'Like all good sponsorships, the brand fit is perfect. We

anticipate sponsor clutter, so the job will be to use our sports PR

experience to achieve media standout.'

With ntl, Adidas and Lucozade among other sponsors vying for space, G/H

is hoping its formidable front row serves them well in what is likely

going to be a tight brand scrum.

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