Guinness World Records puts out RFP for Australia PR lead


GWR calls for Australian pitches focusing on raising brand awareness on year-long retainer basis

Guinness World Records has put out a call to all PR agencies based in Australia to manage its PR activity in the region.

The definitive guide to world records, GWR is offering a one-year renewable contract with a three-month trial period for an agency to take on all its communications strategy in 2016.

The winning agency’s contract will be a monthly retainer worth a total of A$70,000 per year, not including media spend.

The RFP, seen by PRWeek Asia, lists the main responsibilities as managing the press office, brand partnerships, media appearances, commercial services, B2B marketing and events.

The main objectives are to raise GWR’s profile in Australia and New Zealand across the board with kids, families, young adults and businesses.

The agency must also increase awareness of the GWR commercial product line, develop a programme to increase the number of Official Record Events and licensing campaigns in the territory, and identify the competitor landscape.

Nadine Causey, GWR’s senior vice-president, EMEA & APAC, said: "The Guinness World Records brand in Australia and New Zealand has gone from strength to strength over the past few years and Australia is currently the fourth highest country globally for record applications.

"Now, we’re looking for an agency that will further raise our profile in Australia and New Zealand and really help us take our brand to the next level."

Interested firms must get in touch by 21 October, and pitches must be submitted by 20 November. The winning agency will be selected by 16 December.

GWR says the pitch will be sent to at least two agencies.

The RFP comes after GWR’s longstanding Australia-based brand representative Chris Sheedy left the business in August to pursue personal projects. 

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