DIARY: Three PR agencies cough up for second Business Superbrands tome

The second edition of the annual Business Superbrands book - the guide to some of the most respected UK business brands - has this year included PR agencies for the first time.

Burson-Marsteller, Citigate Dewe Rogerson and Hill & Knowlton have joined the likes of British Airways, Orange and Shell in the Superbrand ranks, selected by a panel of branding experts.

Superbrands PR manager Stephen Cheliotis said of the PR entrants: 'It suggests they've bucked their ideas up in terms of branding themselves and practising what they preach.'

That, or the agencies have become more amenable to the membership fee for inclusion in the compendium. As B-M UK managing director Alan Biggar acknowledged: 'The only reason we agreed to go in is that we are celebrating 35 years in the UK this year and the book makes a good give-away.'

Worth making the grade then, if for no other reason than to secure testimonial for client brochures, such as H&K's 'culture that embraces diversity, demands respect and challenges all', or Citigate Dewe Rogerson's 'eternal ambition' to ensure that all audiences hear the same messages from all sources.

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