LONDON: Absolut Vodka is reviewing its UK PR business, which may result in four-year incumbent Cohn & Wolfe being shown the door.
LONDON: Absolut Vodka is reviewing its UK PR business, which may
result in four-year incumbent Cohn & Wolfe being shown the door.
The review is believed to be a three-way affair including C&W as well as
youth lifestyle shops Cake and Henry’s House. While none of the agencies
nor Absolut parent company Seagram were available for comment, a main
reason for the review of the business is Seagram’s reported
disenchantment with the level of creativity in C&W’s present PR
The new brief covers all of Absolut’s UK PR, including consumer and
trade press, and particularly emphasizes live events.
The successful candidate may choose to play up Absolut’s strong ties
with the art world. Launched in the late 1980s, the brand established
street credibility via ads featuring the work of artists David Hockney
and Keith Haring.
The agency that eventually wins the business will report to a new brand
manager at Seagram, Tracy Atherton.