NEWS: Joint effort by Shandwick and Paragon takes on CIM account

A Shandwick double bill, of Paragon and Shandwick Public Affairs, has carried off the Chartered Institute of Marketing’s PR account.

A Shandwick double bill, of Paragon and Shandwick Public Affairs, has

carried off the Chartered Institute of Marketing’s PR account.



The agencies won the contract, which has been handled for the last five

years by Harrison Cowley, after a four-way pitch (PR Week, 26 July).



The bulk of the business, which covers corporate positioning, business-

to-business communications and public affairs, will be led by Paragon.

Julia Thorn, chairman of Paragon, said that the agencies aimed to raise

the status of marketing.



‘We want to put marketing as a discipline high on the political and

business agenda and to demonstrate how important it is in making

businesses succeed.



‘We will be preaching to the unconverted - rather than to marketers -

targeting such audiences as MPs, chief executives and chairmen,’ she

added.



* Marketers plan to increase their public relations spend by 3.2 per

cent over the next three months. This compares with increases of 4.3 per

cent on sales promotion and 3.1 per cent on advertising and tele-

marketing, according to the latest CIM Marketing Trends Survey.



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