Harrison Cowley has won a three-way pitch to provide PR support for
more than 500 Rover and Land Rover dealers in the UK.
It is the first time that Rover Group - Britain’s largest motoring
manufacturer - has used an external consultancy for dealer support PR.
The account, which carries fees understood to total pounds 250,000 a
year, will involve strategic advice, media relations and sponsorship, as
well as special events and product launches.
Countrywide Porter Novelli and one other agency are also understood to
have pitched for the account.
Nick Argent, Rover’s UK press relations manager, said dealer support PR
had previously been managed internally by its 30-strong in-house team
based in Birmingham or by some of the larger dealers themselves.
’The appointment follows structural change within the group which has
lead to considerably fewer dealers,’ The number of car dealers has been
cut from 600 to 350 over recent years.
’We considered that the time was ripe for a more co-ordinated and
focused approach to dealer PR using a consultancy with a national
Rover Group has no other PR agencies, except for Jardine PR
International whose remit is to organise events and sponsorship.
The account will be managed by Loretta Tobin, account director at
Harrison Cowley’s Birmingham consultancy. She will coordinate the dealer
PR campaign through the network’s nine other offices in Belfast,
Bristol, Cardiff, Edinburgh, Leeds, London, Manchester, Reading and