International trading giant Inchcape has appointed Burson-Marsteller to
add fizz to its work for Coca-Cola in Russia.
B-M will support PR and public affairs activity via its Moscow office,
to back up Inchcape’s establishment of six bottling plants and a
Paul Barber, Inchcape group corporate affairs director, said B-M would
help the group to communicate with Russian opinion formers, the local
community and the media. He said it was too early to talk about the
precise nature of the work or budgets as B-M’s final remit would be
shaped by the results of preparatory research.
B-M, which already works for Inchcape in South East Asia, was appointed
without a formal pitch.
‘I went through a fairly extensive process of looking at various
opportunities, including seeing one or two agencies informally and
looking at possibilities in-house. We have recruited B-M on a project
basis, with a view to a longer term relationship,’ said Barber.
The first Inchcape Coca-Cola plant opened last September. The remaining
five are coming on stream over the next two years.