Waterford Wedgwood, the ceramic and crystal group, has appointed Mustoe Merriman Herring Levy to the 5m advertising account for the Wedgwood brand.
Wedgwood has been without an agency since it parted company with Bartle Bogle Hegarty last year. The agency had worked on the account for 18 months.
Mustoe Merriman beat BST-BDDP in the final pitch. The brief is to develop an international campaign and includes brand advertising in the UK.
Damian Horner, business development director at Mustoe Merriman, says Wedgwood will expand out of tablewear in 1997.
“It is very different from the company it was ten years ago. It is pursuing a vigorous marketing strategy under chairman Tony O’Reilly,” he adds. “In Japan, Wedgwood is up there with Gucci. It is highly desirable and the company will be playing on this.”
Wedgwood international marketing manager Julie Bukalders says the company will target a younger market and modernise the image of the products.
Mustoe Merriman and Wedgwood are still discussing the media arrangements in the brand’s main markets: the UK, Japan, the US and continental Europe.