Weber Shandwick may lose Brothers Cider brief

Glastonbury Festival favourite Brothers Cider is considering pulling its six-figure account out of Weber Shandwick division Slam PR.

G;astonbury: Brothers Cider began at the festival
G;astonbury: Brothers Cider began at the festival

The independent cider company is set to hold a pitch imminently. The consumer brief is believed to be worth around £150,000. Brothers Cider marketing director Matthew Langley will oversee the pitch process.

It is understood that Brothers may be looking to take on additional regional support as well as a new ret­ainer agency.

Slam MD Molly Hooper said her agency would re-pitch for the business - one of Slam's flagship clients.

‘We've been working with Brothers for a year and doing a cracking job, with a return-on-investment of 14:1,' said Hooper. ‘It is looking at alternatives in terms of local agencies, as well as London. Most of its team is in Shepton Mallet so it makes sense.'

Slam PR was brought in last year to promote the cid­er's ‘non-corporate' image and its links with music festivals, positioning it as the ‘Ben & Jerry's of cider'.

The Brothers brand was conceived in Somerset by the four Showering siblings. It was initially available only at the music festival. The Showerings started selling their bottled cider online and then eventually in supermarkets.

Fellow West Country brand Gaymer Cider Company is replacing Brothers as the official cider of this year's Glastonbury Festival, having rec­e­ntly announced a £4m marcoms music campaign.
Slam has been around since the early part of the decade but relaunched two years ago when Hooper joined.

She said: ‘Before I arr­ived it was a separate team, and now it stands alone.'
The team comprises 13 PR professionals, and acts as a sister agency to Weber Shandwick, able to pitch for conflicting acc­ounts. Slam launched a Manchester division last year .

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