Western Wines brings in Spirit for PR account
Western Wines has appointed Shrewsbury-based Spirit Marketing Solutions to handle consumer PR for the UK\'s best selling South African wine brand, Kumala. The six-figure contract requires the agency to target key media and will complement the firm\'s on-going advertising activity.
Spirit will also work closely with the firm\'s in-house PR department and will develop relationships with consumer lifestyle titles. \"Spirit demonstrated a thorough understanding of our media requirements, responding to our brief with real flair both creatively and strategically,\" commented Paul Sullivan, marketing manager for the Kumala brand.
He added: \"They have produced an intelligent approach whilst being sensitive to the \'bigger picture\' with regard to the brand\'s development and direction of where we want to take it.\"
The brief also specified a need to overcome the stuffy and traditional stereotypes that accompany the wine industry with the use of editorial and promotional coverage.
Spirit\'s chief executive, Katie Law, said: \"We are thrilled to be a part of the Kumala marketing team which will ensure that the brand not only consolidates its position as the UK\'s preferred South African wine, but develops into one of the nation\'s most loved FMCG brands.\"