Guinness World Records Strengthens PR Agency Roster in Germany & UAE

Guinness World Records continues to broaden its international PR network with two new high profile agency appointments in Germany and UAE respectively.

Following a hard fought three-way pitch process which began in September 2016, Havas PR has been appointed in Germany, with a remit to continue to build and grow Guinness World Records’ consumer brand awareness across Germany, Austria and Switzerland and also to promote the company’s commercial business with brands and agencies through B2B communications and events.  

The four person team will be led by Managing Director, Ulrike Hanky-Mehner. On the appointment Hanky-Mehner commented: "We've already had some great experiences when working together with Guinness World Records as part of our brand and corporate PR campaigns for other clients. Therefore we are thrilled at having the opportunity to start working directly for this amazing organization which has such a strong and unique culture."

Havas takes on the GWR account from boutique publishing specialists Arrowsmith who have worked on the business since 2013.  PR for the German edition of the Guinness World Records book will continue to be handled by the book’s German licensee.  

In the Middle East, BPG Cohn & Wolfe has been appointed as Guinness World Records’ first PR agency for the region, focusing specifically in UAE and Saudi Arabia, also following a three-way pitch.  

The agency has been tasked with increasing brand awareness among GWR’s core consumer audiences of children, families and young adults through a creative strategy that celebrates and promotes local record-breaking achievements of individuals. The brief also includes the annual book launch campaign and promotion of the company’s rapidly growing B2B activity in the region.

The agency will support Guinness World Records’ Dubai office and existing country presence and will be actively looking for strategic brand partnerships with local organisations and events that serve Guinness World Records’ key audiences.

Kevin Hasler, Managing Director, BPG Cohn & Wolfe said: “BPG Cohn & Wolfe is very proud to have been appointed the communications partner for such an iconic global brand as Guinness World Records in the Middle East that shares our passion and creativity.  Our team is enormously excited about the opportunity to build stronger brand awareness and engagement with the public, business and Government bodies in a part of the world where record breaking has become increasingly popular and valued.” 

Nadine Causey, Guinness World Records’ SVP EMEA APAC commented: “The rapid expansion of Guinness World Records’ business in Germany and the Middle East means that we need a substantial PR team on the ground with a thorough knowledge of the local media landscape that can help share our story and raise brand awareness, both with our core consumers and our B2B audience.  BPG Cohn & Wolfe and Havas both demonstrated a strong grasp of our unique business proposition and came armed with an impressive array of creative strategies and ideas.  We’re delighted to welcome both agencies to the GWR family.”

BPG Cohn & Wolfe and Havas Germany will report to PR Director EMEA APAC Jakki Lewis, and join the existing agency roster that includes boutique outfit The Red Agency in Australia, also part of Havas.