The appointment follows an agency search that lasted over a year, culminating in a three-way shoot-out against undisclosed agencies this March.
It is understood that British Bakeries’ annual PR spend is almost £300,000 and that C&W’s fees – which are for an initial one-year contract – break the six figure barrier.
Cohn & Wolfe will promote the Mother’s Pride, Nimble and Enjoy Organic brands, although C&W deputy MD Ash Coleman-Smith, who leads the account, said the focus would be on key brand Hovis.
Coleman-Smith reports to brands director Paula Moss, who said the agency hire marked the end of a period during which the company had ‘taken the foot off the pedal’, in PR terms, for the Hovis brand.
Moss said C&W would ‘take forward’ Hovis’s promotional work of the past two years, which has ‘centred around the modern British family’.
Borkowski PR promoted Hovis until December last year.