C&W lands British Bakeries account

The drawn-out pitch process for British Bakeries, the company behind brands including Hovis, finally ended this week, with Cohn & Wolfe hired to handle consumer and trade PR across the company’s entire portfolio.

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.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in