Filofax is reviewing its consumer PR account in a bid to reverse
its '1980s-style, yuppie' image.
The last of a longlist of six agencies invited to take part in the pitch
met with marketing manager Sharon Golby this week.
Five-year incumbent Attenborough Associates and two agencies selected
from the list will then compete to handle the UK-wide brief. The account
starts in February and will be reviewed annually.
Golby said: 'To many people we are most associated with the yuppie era
of the 1980s. We want to put to rest that image. We have done lots of
things since then, including introducing different seasonal colours to
the filofax.
'We are fortunate to have a big brand name and felt it was time to look
at some fresh ideas,' she added.
She said the successful agency would be tasked with protecting the
Filofax trademark from misuse.
Filofax was bought by Scotland-based diary manufacturer Letts earlier
this year. Corporate PR is handled in-house by Golby's marketing
team.
The consumer PR account includes promoting the microfile and filofax
brands.
