Allied Domecq, the spirits to pubs group, has ended its five year
relationship with Cardew and Co and appointed Financial Dynamics as its
City PR consultancy.
The appointment follows talks between the company and at least three
financial agencies, including Financial Dynamics, at the end of last
year (PR Week, 19 January). The account is thought to be worth around
pounds 90,000 in annual fees.
Director of corporate affairs Tony Pratt explained that Allied Domecq
wanted an agency with an international capability to support its move
into the global drinks market.
‘We felt we needed to move to a larger consultancy because we expect to
have a higher profile internationally,’ he said. ‘Having had an
excellent relationship with Cardew and Co it was obviously disappointing
to part company.’
He said the new hiring was not related to market rumours that Allied
Domecq is about to sell off its 50 per cent stake in troubled brewer
Carlsberg-Tetley. ‘The change is not related to any business decisions,’
Cardew and Co has held the Allied Domecq account since the agency was
founded in 1991. Director Jasper Archer worked with the company for ten
years, having brought the account with him from Grandfield and Charles
Barker before that.
‘I’m naturally disappointed, but at the end of the day we have shared
some exciting times and wish the company well,’ said Archer. ‘There are
no sour grapes. You win some and you lose some.’
Reporting to Tony Pratt, FD’s brief covers relations with the financial
press, sector analysts and investors, working with corporate
communications manager Michael Crofts and investor relations manager Jo
Doran. The four-strong account team will be led by chief executive Nick
Miles and director David Bick.