IMM also plans to use GCI London and start-up outfit Golightly PR for promotional work as it bids to raise both its own profile and that of its individual clients.
IMM - International Model Management - supplies topless models to the tabloids and has branched out into fields such as advertising commissions and pop videos.
The company has previously worked with SHC on publicity for Lotto operator Camelot - an SHC client; similarly, it has worked with GCI on the PR firm's campaigns for Mates condoms.
IMM managing director Karsten Edwards declined to disclose details on what the agencies would undertake; he would only say he had 'four or five projects in the pipeline'.
Around a dozen agencies initially contacted Edwards about the account, revealed last year (PRWeek, 10 December 2004).