Horlicks shortlists firms for back-to-basics drive

Malted night-time drink Horlicks is seeking help for a back-to-basics campaign, only two years ­after bringing in Borkowski PR to target younger people.

Brand owner Glaxo-SmithKline has shortlisted four agencies for a brief that targets busy mums and stresses the importance of sleep. The campaign will coincide with the launch of a new Horlicks brand - Light Malt Caramel Dream.

Borkowski, Cohn & Wolfe, Blue Rubicon and an  unnamed agency have made the shortlist, and will pitch in around two weeks' time. The successful agency will bag a three-year contract, with campaigns running alongside the ‘How do they sleep at night?' ads, which promote the drink's use as a relaxant.

In 2004, Borkowski launched a campaign positioning Horlicks as a ‘cool' brand. But for the past year, Horlicks' PR has remained in-house.

GSK Nutritional Healthcare comms director Nina Arnott, who is leading the agency search, is also reviewing Surrey-based The B2B Consultancy's trade account across three of its best-known brands - Ribena, Lucozade Energy and Lucozade Sport.

Blue Rubicon, C&W and Fast Track, which hold the consumer accounts for the brands, are in discussions over the brief.

In the past few months, Arnott has hired C&W ­account director Amanda Atkinson as external comms manager and Performance PR senior account manager Charlotte Latham as internal comms manager.

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