Kestrel Communications, the UK partner of Worldcom, has scooped the
global account for Unichema, the Unilever oleochemical company.
The account win, with an initial budget estimated to be in the region of
pounds 200,000, follows a pitch in July which attracted three agencies
with networks throughout the world.
Director of communications Tom Brannan, who led the Unichema selection,
is said to have favoured the appointment of an agency with an
established international network and an understanding of oleochemical
issues. Derived from natural renewable resources such as oils and fats,
these are used as alternatives to petrochemicals in the manufacture of
products such as soap, shampoo and lubricants.
Commenting on Kestrel Communications’ successful pitch, Brannan said:
‘We were particularly impressed by the strategic grasp of the key
issues that [Kestrel chairman] Roger Haywood and his presentation team
demonstrated. Public relations is more than communication; we see it as
an integral part of the way we present ourselves to the market and
Worldcom matched our vision of what needed to be done.’
Kestrel will be expected to develop a programme that will eventually
support the company across 30 or more key markets worldwide, including
Europe and Asia Pacific.
The Kestrel campaign in Asian Pacific countries like Malaysia will be
geared towards enhancing awareness of the advantages of buying Unichema
products rather than cheaper alternatives.