Paget Baker wins Absolut account

Absolut has dropped Henry’s House and appointed Paget Baker to handle its PR account as it prepares for the UK launch of super-premium vodka Level in 2005.

Absolut UK comms manager Annette Eliasson said the Level launch would be its biggest PR initiative next year as the Absolut brand looks to evolve to offer products for a wider range of drinking occasions.

Paget won a four-way pitch against Frank PR, Purple PR and Naked Communications.

Eliasson said initial talks between Absolut, its UK distributor Maxxium and Henry’s House, resulted in a mutual decision to end the agency’s five-year hold on the account.

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