Guiness World Records on the Hunt for PR Brilliance in Germany and the Middle East

Guinness World Records is expanding its network of international PR support and is on the hunt for top agency talent in two of its fastest growing territories.  The global authority on record breaking will be reviewing its current B2C and B2B PR support in Germany for 2017, and following the opening of its Dubai office in 2013, is also seeking an agency to handle consumer and trade PR in UAE and Saudi Arabia. 

Currently spearheaded by Arrowsmith since 2013, the remit in 2017 for the successful German agency will be to continue to build and grow Guinness World Records’ consumer brand awareness across Germany, Austria and Switzerland through media outreach, TV appearances and strategic brand partnerships, and also to promote the company’s commercial work with brands and agencies through B2B communications and events.  PR for the German edition of the Guinness World Records book will continue to be handled by the book’s German licensee. 

In addition to celebrating the record-breaking feats of individuals and the world’s best-selling books, Guinness World Records works with global brands that use record breaking to amplify their marketing and PR campaigns, create innovative employee engagement initiatives and deliver family-friendly experiential events. Over the past year, Guinness World Records has worked with numerous top brands and agencies in the GAS region including UBS, Allianz and communications agency Jung von Matt, and have most recently cemented its inaugural partnership with the prestigious BMW Berlin Marathon.  

Meanwhile, the brief for the PR agency that wins the UAE/Saudi Arabia account will be to increase awareness among the brand’s core consumer audiences of children, families and young adults and will be tasked to devise creative campaigns around record-breaking achievements of local individuals, regional events and tentpole annual moments such as book launch and Guinness World Records Day.  The remit includes profiling and promotion of the company’s commercial offering in the region through trade communications and establishing new media partnerships. Since the opening of the Dubai office nearly 4 years ago, Guinness World Records’ commercial business in the region has gone from strength to strength with clients including Nissan, Pepsico and Nestlé, and is growing at an exponential rate.

Nadine Causey, Guinness World Records’ Senior Vice President, EMEA & APAC, said: “Both Germany and the Middle East are hugely important growth markets for Guinness World Records’ and we are committed to helping both regions achieve even greater record-breaking fame and help take us to a new level. Energy, creativity and passion are at the heart of our business as well as in the hearts of our record breakers and we invite agencies with that ethos to help build our reputation for world-class achievement.”

The news follows the successful appointment earlier this year of Havas-owned Australian outfit The Red Agency after a multi-way pitch to spearhead the account in that priority market. Further consumer PR agency provision is expected in due course in both China and Japan to support the local Beijing and Tokyo offices and teams. 

Agencies wishing to be considered for the pitch for either account should email PR Director, EMEA APAC jakki.lewis@guinnessworldrecords.com for the full RFP document.