Lydia Cahill, communications manager at First Drinks Brands (FDB), which promotes Stolichnaya in the UK, confirmed that FDB was on the hunt for an agency, saying: ‘We are seeing what agencies are out there.’
She said an agency ‘well connected in the style-leader market’ would be their preferred choice to handle consumer PR throughout 2004.
The PR campaign is likely to promote the brand’s ‘Russian-ness’ and trade PR could also form part of the remit.
Cahill said the brand had not been promoted by an agency for ‘around two years’, describing its promotional activity during that period as ‘low key’.
The most recent agency to promote Stolichnaya in the UK was Red Rooster Beauty and Consumer PR, the agency that became part of Barclay Stratton a year ago (PRWeek, 4 October 2002).
Southampton-based Cahill said she would co-ordinate the pitch alongside Stolichnaya brand manager Emily Gleed.
Other agencies retained by FDB include PBC, which handles trade and consumer PR for Glenfiddich whisky, alongside Artisan PR in Scotland. FDB also uses BMA Communications to promote the Croft Original and Tio Pepe sherry brands.
* It emerged this week that the ongoing pitch for rival vodka brand Absolut’s UK PR work has been aborted, with Maxxium UK – the sales and marketing firm behind the Swedish brand – opting to retain incumbent Henry’s House until the end of the year.
Of the agencies that pitched (PRWeek, 27 June), The Fish Can Sing has scooped a worldwide retained PR deal (non-UK) for Absolut and The Red Consultancy continues to work for Maxxium, promoting Remy Martin cognac and shot brand Aftershock.