The agencies – both of which were selected from Diageo’s roster of preferred consumer PR agencies – won the business this week, with MacLaurin winning a pitch against incumbent Countrywide Porter Novelli and Borkowski scooping the account without a pitch.
At MacLaurin the account is headed by consumer division director Frankie Oliver, who said that a five-strong account team will be aiming to ‘build greater relevance’ of the Gordon’s brand among 25 to 44-year-olds.
Both Oliver and Borkowski strategic planning director David Fine, who heads the Pimm’s account, report to Diageo GB marketing and corporate affairs brand PR manager Ailish Hanley.
Fine said that a four-strong Borkowski team would handle media relations and support an advertising campaign positioning Pimm’s as ‘the perfect accompaniment to the summer season, whatever the weather’.
Meanwhile, MacLaurin associate director Kirsten Morrell has resigned to join Ketchum as an associate director, heading the 12-strong food team.
Morrell – who has overseen food and drink sector clients in MacLaurin’s consumer team for almost a year, having joined from JCPR – will report to Ketchum board director Whitney Marx.
Chief executive of MacLaurin parent hatch-group Michael Murphy said he planned to replace Morrell with a ‘director-level appointment to the consumer team’.
The other agencies on Diageo’s PR roster – which was finalised two months ago (PRWeek, 28 February) – are Aurelia PR, Karen Earl Sponsorship, Lexis PR and one further as-yet-undisclosed agency.