Six agencies excluding the incumbent have been shortlisted for the account, which is thought to be worth around £50,000. Camron has already submitted its PR plan for 2005 to Black & Decker.
Most of Black & Decker’s consumer account focuses on running the UK press office. But the competing agencies have also been asked to draw up a programme for the launch of its new XT range of power tools in April next year.
UK brand & comms manager Andrzej Aleksander said the firm wanted to target the range at ‘people who think they have the ability to do more than basic DIY’.
Black & Decker holds 14 per cent of the UK power tools market but faces intense competition from rival manufacturer Bosch and stores-own brands sold at DIY outlets B&Q, Focus (DIY), Argos and Homebase.
Camron won the Black & Decker account from Hill & Knowlton after the latter declined to pitch in a review partly motivated by cost considerations (PRWeek, 22 June 2001).
