Brunswick ends CDR reign at Dairy Crest

Dairy Crest has dropped its financial PR adviser Citigate Dewe Rogerson (CDR) after ten years to bring in Brunswick, the first win for the agency since it moved to a limited liability partnership structure.

Dairy Crest, whose brands include Cathedral City cheese, Frijj flavoured milk and Clover spread, has brought in Brunswick to handle financial communications.

Brunswick partner Louise Charlton is leading the account.

Dairy Crest head of investor relations Will Shaw said CDR would continue working for a handover before the relationship period ends.

The pitch for the account is believed to have involved Financial Dynamics, Tulchan Communications and Gainsborough.

CDR’s predecessor Dewe Rogerson won Dairy Crest’s corporate account a decade ago. CDR took over financial communications for the company in 2001 (PRWeek, 17 August 2001).

Shaw said corporate communications support for Dairy Crest would be handled by ‘a number of firms’.

Last November, Dairy Crest’s unaudited results for the six months to 30 September showed a 12 per cent increase in pre-tax profits to £35.4m. Earnings per share increased nine per cent to 20.6p.

Dairy Crest appointed GCI as its public affairs adviser earlier this year (PRWeek, 30 January) following mounting opposition from farmers’ bodies calling for a buyout of the firm, which had operated as an agricultural co-operative until flotation in 1996.

Last week, Brunswick announced a restructuring of partner renumeration arrangements that would move it towards a limited liability partnership structure.

Under the plans, Brunswick founder Alan Parker will retain 50.1 per cent of the firm, with 40 per cent of Brunswick’s equity being put into a pot from which the company’s 43 partners are expected to buy a stake for between £20,000 and £30,000 each.

Just under ten per cent of the equity will go to Charlton and Brunswick’s other co-founder Andrew Fenwick.

Brunswick managing director James Bradley said the move had been made to ‘reflect the partnership culture of the business’.

Anthony Hilton, p11

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