Filofax in agency meetings to shed its 'yuppie' image

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


The consumer PR account includes promoting the microfile and filofax


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