Warburtons hires icas for B2B PR

Baking firm Warburtons is to launch a trade PR offensive as it bids to boost its presence in the South.

The Bolton-based company is seeking to better penetrate retailers outside the North and has drafted in icas PR to handle B2B comms.

The agency was appointed after a four-way pitch and replaces Clarion Communications, which continues to handle consumer PR, according to category marketing controller Sarah Miskell.

Icas board director Emma Wright said the aim was to ‘help Warburtons achieve its national distribution ambitions’.

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