Elida Faberge has appointed Countrywide Porter Novelli to handle
consumer PR for its soap brand Dove.
Fees will amount to more than pounds 150,000 over the next year for the
consumer account, which was won following a three-way pitch two weeks
ago.
For the last three years, PR on the brand has been handled in-house.
Prior to that, the account was handled by Affinity Consulting.
Countrywide will raise the profile of the Dove brand which now covers
bath and shower gel products as well as soap bars.
Countrywide Porter Novelli director Pippa Evans said the agency is
looking at how to build on the strength of the brand.
’It is essentially a female brand that women trust and believe
delivers,’ she said.
Evans will focus on women’s magazines, regional press but also examine
broadcast opportunities to assert the ’empathic’ nature of the
brand.
Elida Faberge retains Burson-Marsteller on several brands including
Organics and Vaseline.
B-M also runs strategic projects for the company.
Freud Communications handles PR for the Lynx and Sure deodorant
brands.
Other agencies retained on Elida Faberge brands include Shilland and Co,
Sandpiper Communications and The Red Consultancy.
