High-tech PR specialist Lewis PR has proved it is prepared to do
just about anything to win back a client.
After losing a five-year account with software company The Shuttle Group
to Text 100 in February this year, Lewis directors retaliated two weeks
ago by pitching for the account dressed as members of the defunct pop
group Take That. UK managing director Ilona Hitel, founder Chris Lewis
and group MD Simon Hill staged a spoof production of the pop group’s
number one hit Want You Back. Hitel dressed as band member Howard, while
Lewis was Gary and Hill was Robbie.
The video was sent to Shuttle founder Alan Jones just days before the
software company was acquired by US digital specialists SCM Microsystems
in October. Shuttle was apparently so impressed with the act it returned
to the agency within 24 hours.
Ilona ’Howie’ Hitel said: ’It’s a little bit embarrassing but it won us
the global contract, the previous account was just for the UK. Popular
music as a medium is very powerful and it was a very appropriate
message, the client had gone off and we wanted them back. We’re bound to
do a few more, this video was certainly an attention grabber but I don’t
think pop groups should be too worried about competition from us.’