BJL was also confirmed as Lambrini’s new ad agency last week.

The PR appointment move will surprise many in the region’s media scene and follows earlier denials by BJL that it has no material interest in handling PR.

The other PR agencies who pitched for the account include Brazen, Democracy, Lucre/The Foundry and SLAM.

Richard Clark, marketing controller at Halewood said: “BJL demonstrated how we could make PR work far more effectively for us. The changing role and increasing importance of digital media & social networking to the PR channel and to our core target audience of women in the 18 to 24 age range meant a need to rethink the Lambrini PR Strategy.  

“BJL also showed how their approach could integrate with other elements of the Lambrini communication programme.”

Charlotte Thompson of BJL added: "We are very excited about taking on the Lambrini account and PR, both on and offline is a fundamental part of our integrated strategy. In a mature market consumers need to be engaged as well as entertained meaning all channels need to work hard to win consumers’ affections.

"Sarah Knight our head of PR will lead the Lambrini account.”

The appointment is understood to take effect immediately.

McCanns’ contract handling Halewood’s trade and corporate PR is unaffected by this decision.

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