In a bid to bring its image into the 21st century, the Guide
Association has appointed PR agency Bell Pottinger to run a national PR
campaign after a four-way pitch (PR Week, 15 January).
Pitching against Grayling Public Relations, Ketchum and Foster
Communications, Bell Pottinger snapped up the six-figure fee contract
Susan Kay-Williams, head of marketing and external relations at the
Guide Association, said the campaign would target a wide range of
’We will focus on a lot of different target segments ... not just
parents, but five-, eight- and 12-year-old girls as well,’ she said. ’We
felt Bell Pottinger was the best agency to fulfil our hybrid needs.’
The 700,000-strong association is the largest female youth organisation
in the UK. But falling membership and an internal reorganisation last
year prompted the decision to appoint an external agency.
’We have a very small PR team (of three) in-house, so we needed some
outside input,’ said Kay-Williams.
Bell Pottinger consultant David McDough will head the campaign.
The association is aiming to recruit members from five- to
seven-year-old Rainbow Guides, through to Rangers aged 14 years and
above as well as adult helpers.