The review, expected to take several months to complete, is part of a multi-million-pound advertising, promotion and media-buying tender.
Good Relations and B2B hold the consumer and trade PR accounts respectively.
‘I want Good Relations and B2B to pitch – this isn’t being done because of shortfalls on their part; they have both given us great service,’ said Meat and Livestock Commission consumer marketing manager Chris Lamb, who is co-ordinating the tender process.
The consumer account commands fees of £500,000 a year, with trade PR expected to be worth £300,000.
The consumer brief calls for experience in integrating PR strategies into an agreed TV and press ad campaign to achieve coverage in national and regional consumer press, radio and TV.
The trade account requires communicators to influence retailers and processors through the trade press.
The briefs cover PR for the yet-to-be-launched English Beef and Lamb brands, the British Pork Quality Standard and the British Meat label.
Lamb said the commission was ‘well down the road’ on the ad pitch process and that the integration of PR and advertising would be the subject of the next phase.
He will co-ordinate the next stages of the pitch with involvement from Meat and Livestock Commission pig meat marketing manager Chris Lukehurst and English Beef and Lamb executive head of marketing Andrew Garvey.
The tender has attracted a high level of interest from agencies. As PRWeek went to press, Lamb said he had received more than 60 applications.