Preferred represents Ireland’s K Club, London’s The Hempel, and Paris’s Hotel Balzac hired Lucre for an undisclosed six-figure sum.
It is the first time that Preferred has hired a European agency in recent years. Lucre pitched against four major agencies in November. Lucre director Sophie Spyropolous admits she thought they were ‘rank outsiders’ during the pitch process, but believes the agency won through thanks to its experience of running international campaigns such as Disney.
Lucre is handling all European PR from the UK, bringing in country agencies when required for larger projects and co-ordinating closely with US Agency Middleton & Gendron. The account is being handled by six members of Lucre, led by London director Sally Hetherington.