The Week: WKD owner kicks off review of £5m media business

Beverage Brands, the owner of WKD, is reviewing its £5 million media account, which is currently handled by John Ayling & Associates.

Eva Petrou, the marketing communications manager, is overseeing the pitch, which coincides with the launch of a campaign supporting WKD Core, the brand's new 4.5 per cent cider variant.

The work, which breaks next month and includes outdoor and press activity, moves away from the rustic style of most cider advertising to give the brand a younger, more modern image, like the cheeky WKD ads.

The review will not affect Big Communications, WKD's advertising agency, or Elvis, which handles direct marketing.

WKD Core's launch marks the first time in 13 years that the brand's name has appeared on a drink that is non-spirit based.

A Beverage Brands spokeswoman denied that the media review was taking place.

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