Woolworths hires Ideas Network for product PR

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

track record.

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


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