BRUSSELS: Adamson BSMG has won a five-way pitch to handle EU public
affairs for direct selling company Amway.
The agency saw off competition from GPC, APCO Europe, European Strategy
and incumbent agency EPPA for the work, which starts this month.
Adamson has been briefed to monitor and provide strategic advice on
issues which affect Amway, for example environmental legislation on
packaging and taking products back for reuse or recycling.
The agency will also help Amway raise the profile of direct selling
among political opinion-formers. Amway’s method of direct selling,
’multi-level marketing’, is based around products like cosmetics and
vitamin supplements being sold by registered sellers who run their own
businesses from home.
Adamson managing director Stephen Kehoe will lead the account, reporting
to recently appointed European government affairs director Miguel
Veiga-Pestana said: ’Multi-level marketing is the way of the future. It
is an innovative way of doing business.’
Adamson will work alongside APCO UK on some issues. APCO UK handles
government affairs for Amway across the UK, Belgium, France and the
Netherlands (PR Week, 19 March).