The National Dairy Council (NDC) is to axe Edelman PR, its consumer PR
adviser of ten years. Instead it will focus entirely on public affairs
following budget cuts and industry crises including the BSE scare.
The agency’s four-strong account team will stop work on the council’s
health education campaigns at the end of the month. The account was
worth an estimated pounds 200,000 in fees.
Edelman’s smaller public affairs brief for the NDC, worth around pounds
100,000, will pass over to rival consultancy Brook Wilkinson.
Agency principal Rosemary Brookhas acted as the NDC’s strategic PR
adviser for 10 years - first as a director and chief executive at
Edelman and then one day a month at her own agency.
The NDC was among Edelman’s biggest accounts, with campaigns including
the promotion of doorstep milk delivery and, more recently, a healthy
eating drive called Making Sense of Food.
However, funding cuts caused by a two-year restructuring of the dairy
industry, prompted the NDC to phase out its generic consumer PR and
The dairy industry has also faced numerous crises over the past few
years such as salmonella, listeria and BSE. Consequently, the NDC has
opted to hire an agency to monitor health, environment and public policy
issues on a full time basis.
Edelman’s consumer affairs director Tim Kaye said there was ‘no
question’ of redundancies over the account loss.