The Portuguese unit of the Weber Shandwick network won the account for a second 2-year term in a review against local rivals JMC, Grafe, Bairro Alto, Unimagem and Fonte Comunicação. The brief has billings worth €200,000.
D&E marketing head Jose Borralho said the agency will continue to work to promote MGlass and the Rota do Vidro region where the glass is made.
The agency will launch publicity events including sector celebrities and opinion leaders to promote MGlass with trade fashion press and wealthy consumers in Portugal.
An 8-strong D&E team comprising the corporate, fashion and consumer PR teams will be headed by managing director Carla Guedes and report to Vitrocristal president Carlos Andre.
Launched in 1994, Vitrocristal represents 19 glass producers in Portugal. The association was launched with sponsorship from the Portuguese Economy Ministry and the European Union to pull the domestic glass industry out of its doldrums.
Vitrocristal has partnered with the Rota do Vidro tourism bureau to promote MGlass and the region, which has a strong tradition for glass making and is located 120 kilometres north of Lisbon.
MGlass sells jewellery and homewares. Its products, sold in the US, Japan and across Europe, retail from €6, for a bracelet, to €1,000, for a glassware collection.
Borralho said the Vitrocristal project has been successful in the US where MGlass has a show room in New York’s Madison Avenue.
Borralho said Vitrocristal handles its own PR for the US market. However, press reports said it has tasked Expansion USA for consulting work.