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PR firms pitch for ScotAm account

A four-way battle is being fought for the Scottish Amicable public

relations account.

Money Marketing has learned that PR giants FirstFinancial, Lanson

Communi-cations and Consolidated Communications and ano-ther company are

makingpitches for the account.

Luther Pendragon currently represents Scottish Amicable but has decided

not to seek to renew the account.

Prudential, which owns Scottish Amicable, says all its subsidiaries must

seek new bids for their PR represen-tation every year.

Luther Pendragon has represented the company for about a year and a half.

Ludgate Communications held the account for four years before that.

Scottish Amicable will probably make a decision on its new PR company

within the next week. Following that, there will be a three- to four-week

transition period before Luther Pendragon hands over the account. Luther

Pendragon partner Andrew Sharkey says: “Luther Pendragon was asked to

repitch but we decided not to. I hope the future is good for Scottish

Amicable and I wish it well.”

ScotAm senior press officer Darragh Leeson says it was a mutual decision.

“We both felt it was probably time to move on,” he says.

Leeson would only confirm that Scottish Amicable is in talks with four PR

firms about the account and that a decision will be made within the next

couple of weeks.

Recent figures indicate that nearly a quarter of all PR income in the UK

comes from e-commerce, information technology and related areas.

In 1999, Shandwick International led the way in earnings based on those

fields. It reported IT profits of over £8m – nearly £3m more than its

nearest competitor.

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