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BWS appoints Frank as public relations agency of record

Frank has been awarded the public relations account for Woolworths Limited’s bottle shop brand BWS, following a competitive pitch process which took place in May.

The incumbent agency is WPP-owned PPR, which also services the Woolworths account

BWS has appointed Frank to its public relations account

Under its new remit, Frank will also be responsible for influencer strategy. The agency will be working alongside creative agency M&C Saatchi and media agency Woolworths @ DAN to position BWS as ‘Australia’s most convenient bottle shop’.

Vanessa Rowed, head of marketing at BWS, said in a statement: “This year at BWS we’re doing things differently. To achieve our vision we’ve brought partners on board who can deliver innovative thinking, disruptive ideas and think outside the box. Frank brought insight, big thinking, and energy and enthusiasm to the table. We can’t wait to see what the year ahead brings.”

Laura Jones, managing director at Frank, added: “We love briefs that challenge standard category thinking and clients with a genuine enthusiasm to do the unexpected, BWS is just that. Add to the mix smart, forward thinking and supportive client and agency teams and it becomes a dream client. This coming year is a great opportunity for Frank and BWS to deliver ambitious campaigns which generate talkability across multiple platforms to help BWS stand out from their competitors and deliver against the bottom line.”

At the start of July, BWS partnered with Dry July, changing the definition of its titular acronym to ‘Because We’re Sober’, in order to raise money for people affected by cancer.

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