Lever Faberge - the consumer giant behind household brands Dove,
Persil and Lynx - is to rethink its corporate image with the help of
newly hired PR firm Blue Rubicon.
Lever Faberge head of corporate relations Emma Flack staged an eight-way
pitch before handing the six-figure PR brief to Blue Rubicon - the
agency she left two months ago (PRWeek, 5 October).
Flack whittled the original list of eight contenders down to a shortlist
of three, comprising Blue Rubicon, Mantra and Band & Brown.
Each agency presented their proposals to a five-strong panel, including
Flack and Lever Faberge corporate and consumer affairs director John
Blue Rubicon replaces four-year incumbent Weber Shandwick Worldwide.
On the decision, a Lever Faberge spokesman said it 'believed the time
was right to inject new thinking into the development of the company's
Blue Rubicon MD Fraser Hardie heads the account, with support from a
team of four, reporting to Flack and Ballington.
'The communications programme will have a number of elements,' said
'It's corporate counsel and high-level advice on strategic positioning
alongside issues management, ranging from environmental to consumer
'The media side will be focused on positioning Lever Faberge and its
stable of brands as an entity, as the company was only formed by the
merger of Lever Brothers and Elida Faberge in July this year,' he
Part of Blue Rubicon's brief is to support the group's Path To Growth
strategy, which includes a focus on fewer, bigger brands and to become a
'leaner and fitter' organisation.
Flack said: 'The agency has developed a targeted yet creative campaign
that will create and deliver a corporate brand image to specific
audiences such as retailers, industry associations, public authorities,
local communities and interest groups.'