Amway appoints APCO for public affairs campaign

Direct selling company Amway has appointed APCO UK as its first retained agency to co-ordinate public affairs and corporate communications across the UK, Belgium, France and the Netherlands. APCO won the work without a pitch, having handled a project for the firm last summer.

Direct selling company Amway has appointed APCO UK as its first

retained agency to co-ordinate public affairs and corporate

communications across the UK, Belgium, France and the Netherlands. APCO

won the work without a pitch, having handled a project for the firm last

summer.



Amway wants to encourage the firm regulation of direct selling by

government, so as to protect the industry from less reputable direct

selling firms.



The account will be run from London by associate director Mark Adams,

who will liaise with staff at APCO France, Brussels-based APCO Europe

and Dutch agency Van Rossum and Partners. APCO is not affiliated with

Van Rossum but has worked with the agency before.



APCO’s brief is to improve Amway’s image among political and media

audiences and to highlight the company’s community relations record in

all four countries. Adams will report to Jean-Francois Huertas, Amway’s

director for the four-country region.



Adams said: ’There’s been a corporate decision by Amway to reposition

themselves. There could well be a similar move to appoint agencies in

the firm’s other regions.’



Amway sells consumer goods and services through independent

distributors.



The firm was founded 40 years ago in the US. In the UK it actively

supports charities including the Wildlife Trust and the National Society

for the Protection of Cruelty to Children.



Leader, p9.



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