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Twinings hires Cohn & Wolfe for consumer and corporate PR

Hot beverages company Twinings has appointed Cohn & Wolfe for a combined consumer and corporate PR brief covering the UK and Ireland.

The agency won the retained brief through a competitive review involving a number of UK agencies and will work with the Associated British Foods-owned company from May onwards.

There was no incumbent agency and PR was previously handled by Comms IQ on an ad hoc basis.

Cohn & Wolfe will work across the Twinings, Ovaltine and Options portfolio of brands, working closely with Twinings’ existing marketing agencies AMV BBDO and Maxus.

Twinings head of connections James Smith said the appointment of an agency was part of a strategy of developing connections with customers, adding that PR and social "will play a critical role".

The review began at the beginning of the year and was led by Smith with support from agency-client intermediary Roth Observatory International.