Shine secures consumer business in UK for Filofax

Filofax has handed Shine Communications the PR brief to oversee a major product relaunch in a bid to slay its 1980s yuppie image.

The agency was handed the UK national consumer task after a six-way pitch that included five-year incumbent Attenborough Associates and Focus PR. Three regional-based agencies are also understood to have been involved.

Shine director Erika Hendrick will head the account and lead a team of four. She will report to Filofax marketing manager Sharon Golbey, and Shine will work in tandem with the client's six-strong West Sussex-based PR team.

A lengthy pitch process reflected the determination of the client to shed its dated image, according to Golbey.

'To many people, we are most associated with the yuppie era of the 1980s. We want to put to rest that image,' said Golbey, when the pitch process began (PRWeek, 30 November 2001).

'We will seek to invigorate the brand through the fashion press. The Filofax personal organiser has become something of a forgotten fashion item, and we'll aim to remind people of the benefits of using paper,' said Shine account director Niamh Lyon.

Filofax was bought by Scotland-based diary manufacturer Letts last year.

Corporate PR is handled in-house by Golbey's marketing team.

Shine's brief includes promoting the Microfile and Filofax brands as well as protecting the Filofax trademark from misuse.

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