NEWS: PR chief goes as Dairy Crest gets ready to float

Dairy Crest has made its head of PR redundant in a marketing shake-up designed to prepare the dairy giant for its long-awaited flotation.

Dairy Crest has made its head of PR redundant in a marketing shake-up

designed to prepare the dairy giant for its long-awaited flotation.



Claire Tuffin head of PR, is the latest casualty from Dairy Crest’s

communications staff which has been slashed from nine to just one in the

space of a year and a half.



PR manager Coleen Amos is now handling corporate PR and internal

communications after Dairy Crest’s decision to decentralise public

relations and create brand specific marketing units.



Meanwhile. the company is continuing to hire agencies for brand work and

this week hired Biss Lancaster’s startup outfit Sandpiper to handle PR

for blended spread Clover - an account budgeted at an estimated pounds

500,000.



Sandpiper pitched for the Clover account two weeks ago against Lexis

Public Relations and The Public Relations Business.



The account had previously been handled by Countrywide Communications

along with corporate PR and some other brands PR including the launch of

Limeswold cheese. The agency stopped work on the account in December as

part of Dairy Crest’s restructure, spelling the end of a 15 year

relationship.



The campaign, which starts in April, will focus on quality and

versatility rather than health benefits, educating consumers about

Clover’s churned production process.



* Sandpiper has been appointed by Bayer to promote its market leading

thrush treatment Canesten Combi in a win believed to be worth between

pounds 50,000 and pounds 100,000.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in