Lavazza moves its PR account from Kate & Co to Eleven
Eleven PR has been appointed as PR agency of record for Lavazza, following a competitive pitch process, taking over the account from Kate & Co.
Eleven’s remit will include communications strategy, media relations, influencer engagement and Lavazza’s partnerships with the National Gallery of Victoria.
Eleven will begin work on Lavazza’s Australian Open sponsorship
The agency will begin work on the account immediately, starting with Lavazza’s sponsorship of the 2020 Australian Open Grand Slam and the PR and social activities that will surround it.
Mimmo Orlando, Lavazza APAC marketing director, said the company was looking for an agency that understood the brand’s history.
“In appointing a new PR agency, we were looking for a partner that understood and appreciated Lavazza’s rich history – but could also drive the brand forward to new audiences. Eleven’s focus on how culture can help grow businesses is something that makes our two brands a great fit,” Orlando said.
Kiefer Casamore, general manager at Eleven Melbourne, said: “Lavazza is synonymous with Australian coffee culture – we’re looking forward to working with the team at Lavazza and leveraging the brand’s iconicity to create memorable PR moments, kicking off with the 2020 Australian Open.”
Kate Keane, managing director of Kate & Co, told Mumbrella that the agency decided to end their relationship with Lavazza due to their client recent wins of Coles Supermarkets and the Australian Turf Club.
“After winning large national accounts, such as Coles Supermarkets and the Australian Turf Club for the Spring and Autumn carnivals, Kate & Co decided to end our relationship with the Lavazza brand after four years of service. In that time, we had the opportunity to work across multiple Australian Opens and Melbourne Cup Carnivals, in addition to other significant sponsorships and PR campaigns during our tenure, enabling us to set a global standard with the work we executed. We wish Eleven and Lavazza a successful relationship,” Keane said.
It is the second recent account change for Kate & Co, after it was announced earlier this week that Ovolo Hotels was moving its fashion, art, music and travel PR from the agency to Élysée Collective.
