Two agencies are currently in the running for the new account. PR Week understands it was a six-figure brief held by Fishburn, but that the new account may be worth around half as much.
Fishburn – which last year merged with Omnicom stablemate FleishmanHillard to form FleishmanHillard Fishburn – chose not to pitch for the brief, having represented Tetra Pak since 2006.
Samantha Edgar, comms manager at Tetra Pak Group North West Europe, told PRWeek: "We’ve been working with an agency for in excess of a decade. We’ve decided that our scope of activity has changed so much and our budgets have changed and we needed to look at who else is out there in the market."
Edgar declined to comment on the value of the new account, but said it had "moved away from just being a traditional corporate brief". The focus of Tetra Pak’s comms had changed in recent years, she said, from environmental issues such as recycling and renewability to a greater emphasis on products and b2b comms.
Edgar said there was an initial briefing process for PR agencies in 2015, with presentations from four finalists held last Thursday. "We’ve narrowed it down to two agencies," she said. An appointment is expected in early March.
FleishmanHillard Fishburn declined to comment.
Edelman currently holds a global PR account with Tetra Pak, which is unaffected by changes to the UK brief. The firm has also previously worked with Golin.