In the same week that it was announced as the new advertising agency for Lambrini, BJL has been been confirmed as the brand's consumer PR supplier.
The appointment means BJL will be responsible for managing integrated communications right across the Lambrini brand.
Richard Clark, marketing controller at Halewood International, said: “BJL demonstrated how we could make PR work far more effectively for us. The changing role and increasing importance of digital media & social networking to the PR channel and to our core target audience of women in the 18 to 24 age range meant a need to rethink the Lambrini PR Strategy.
“BJL also showed how their approach could integrate with other elements of the Lambrini communication programme,” Clark added.
BJL is not necessarily well-known for its PR offering, however managing director Nicky Unsworth revealed it had been an "organic development" for the business. Sarah Knight - formerly of Staniforth, Marksman PR and Powells - has come on board recently to head up PR for the agency.
BJL will take over the account with immediate effect. The appointment does not affect Halewood International’s relationship with McCann Erickson Communications House, which is retained to handle trade and corporate PR for Halewood International across all brands.