Toy manufacturer Hasbro is on the hunt for an agency to handle UK
corporate communications and expects to have a shortlist by the end of
The SPA Way, which this month changed its name from the SPA Partnership,
held the account previously. The agency lost its corporate brief when
Hasbro’s former UK managing director Bryan Ellis became deputy general
manager, Europe in December 1997. SPA is on a small retainer to handle
The US giant, which turned over pounds 1.9 billion in 1997, is extending
its traditional base. Last year, it acquired two electronic games and
toy manufacturers, Tiger Electronics and Galoob Toys.
Hasbro has also reorganised its UK PR department. Former PR manager
Sarah Mooney takes on the new position of corporate communications
Keeley-Ann Stent, Mooney’s colleague, has been promoted from PR account
manager to PR manager.
UK marketing director Sharon Carter said: ’As the company expands into
the wider family leisure and entertainment market we see clear
advantages in separating the corporate communications and brand-led PR
Hasbro is also looking for an agency to replace Mark Borkowski Press and
PR on the relaunch of Action Man (PR Week, 11 December).