The Natural Mineral Water Association has appointed Axiom Communications
to forge a generic awareness-raising campaign on behalf of its 20 member
The appointment of north London-based Axiom followed a competitive
three-way pitch. The NMWA’s last PR campaign was handled several years
ago by PRN Communications which, this January, merged with Axiom.
Ione Nurdin, agency executive chairman, said Axiom would be running a
media relations-based campaign with a heavy bias on research. She said
it would be producing educational literature covering a wide range of
issues, including science, legislation and health.
Wenche Marshall Foster, Perrier UK MD and NMWA chairman, said she wanted
to ensure that natural mineral water - which is untreated water coming
from a single source - got a ‘share of voice’ which reflected its 74 per
cent market share.
She added: ‘While at brand level, public relations continues to be
handled by agencies appointed by individual members of the association,
generic PR is now even more important as natural mineral waters move
into their next stage of growth.’