Alfred Dunhill, the luxury menswear and accessories company, is
reviewing its estimated pounds 70,000 PR account.
Five agencies have been shortlisted for the business, including
Attenborough Associates, GCI, Shandwick subsidiary Prime Communications
and incumbent agency Caroline Neville and Associates. Three have already
pitched and an appointment is expected by January.
International PR manager Jane Owen said the company was considering non-
fashion specialists to widen its coverage beyond the UK fashion press to
the business media.
‘Although the men’s magazine market is booming, we are a classic brand
and not fashion-led so we need to find other ways to reach our target
audience,’ said Owen.
The account which covers accessories, lighters, pens, leather, watches,
menswear and fragrances has been handled by fashion specialist Caroline
Neville for five years.
Owen said she wanted a PR agency to increase awareness of the company’s
individual product ranges.
