High street giant Woolworths has hired The Ideas Network for its
six-figure product PR account, axing Weber Shandwick.
Woolworths head of comms Nicole Lander took the decision after viewing
pitches from three agencies for the business, including the
It is the second time Lander has taken work away from Weber Shandwick
since she joined Woolworths from Tesco 14 months ago (PRWeek, 27 October
Within months she had halved the agency's brief, handing 'news
generation' to OneMonday Group firm Joe Public Relations.
Lander said Woolworths needed a fresh PR strategy and cited the
departure of several Weber Shandwick staff as reasons behind the switch,
adding: 'I prefer a small, hungry agency to a bigger one.'
Of the decision to appoint The Ideas Network, Lander said that although
only eight staff work at the agency, she believed the firm had a good
The Ideas Network has been handed a one-year account to handle the brief
and joins financial agency Tulchan Communications, internal magazine
producer Golin/Harris and Joe Public Relations on the company's
Other Ideas Network clients include Travelleronline.com and the
California Pistachio Commission.
Agency MD Victoria Reynolds heads the Woolworths brief. She confirmed
that the Woolworths win was the agency's largest account 'by some