Resonate's Reggie 'beats' Flying Frank

Diary doffs its cap to Resonate for an amusing stunt last week aimed at raising the agency's profile, having a laugh - and, to add spice, a cheeky dig at rival consumer agency Frank PR.

Resonate sponsored the 21.40 race at Walthamstow greyhound track last Thursday, branding it 'The Resonate Chas and Dave Testimonial'. The race featured, charging out of trap two, Frank's own dog Flying Frank, who regular Diary readers will remember was unveiled earlier this year (PRWeek, 10 June).

Resonate claims the fact Flying Frank was in the race - in which it effectively sponsored the mechanical hare - was 'purely coincidental', but can't resist pointing out that 'Rapid Reggie' (the hare) 'easily romped home to win'.

The agency even took out an ad in the racecard, which read: 'To all my lovely greyhound friends. It's great to see you again. You really are a persistent bunch. But I will never be your lunch. Love Rapid Reggie.' Resonate co-founder Graham Drew tells us: 'We looked on proudly, the win easily overcoming the fact that we had all lost a bucket-load betting on Flying Frank.'

So, what do the staff at Frank make of this? Jamie Kaye, described as Flying Frank's head of media relations and handler, says: 'We've already passed on the number of a bandwagon for Resonate to sponsor next.'

Play nicely, boys.

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