The video debate website has opted instead to consolidate its entire PR spend under one roof with consumer shop Golden Goose.
Friction.tv bills itself as a ‘video Speakers’ Corner’, where users can post video and audio clips and add comments or take part in live online debates.
When the site launched earlier this year, C&W was handed a broad consumer, corporate and online brief (PRWeek, 23 March). At the same time, Golden Goose was appointed for an arts and culture brief targeting ‘popular culture influencers’.
This week, Friction.tv co-founder and ex-Text 100 director Andy West confirmed the website had parted company with C&W to take a ‘stronger consumer approach’. He added: ‘We’re building a consumer-facing brand. Golden Goose benefits from being a small agency, so they can give us attention.’
Both West, who was made redundant from Text 100 last year (PRWeek, 6 May 2006), and C&W MD Gladys Elia stressed that the decision to part ways was amicable.
‘They’re a great client to have,’ said Elia. ‘They have a finite budget so they consolidated what they have.’
C&W’s San Francisco office will still work on the website’s imminent US launch, introducing the brand to key Silicon Valley bloggers. ‘We had to redirect C&W UK’s budget more towards their US team,’ West explained.
Golden Goose has brought in ex-Talksport Radio producer David Brain on the back of the account consolidation. Golden Goose is headed by Miki Watson and Laura Wood.