Media Mix: Brazen’s Legoland joy; Active Profile wins new client; QuadroNation launched

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PR agency Brazen has been appointed by Merlin Entertainments to lead global PR and social media strategy across the Legoland Discovery Centre brands.

The Manchester agency won the work after impressing with its launch of the Manchester Discovery Centre at the Trafford Centre.

Brazen will work with the Legoland Discovery Centre marketing teams in the UK, Europe and US, along with the local in-country agencies, to build a strong social media base for the four sites in Berlin and Duisburg in Germany, Chicago in the US and Manchester.

A new Discovery Centre will also be opening in the US in Spring 2011, with a new attraction planned for Dallas Fort Worth.

Brazen’s Manchester launch plan plan will be used as a blueprint for all further launches worldwide.

The Legoland Discovery Centre team at Brazen is headed up by engagement director, Daisy Whitehouse.


PR firm Active Profile, whcih has offices in Liverpool and Manchester, has won a contract to deliver public relations and marketing services for industrial company Riello UPS.

Riello UPS is one of the top five manufacturers of Uninterruptible Power Supplies (UPS) in the world and operates throughout Europe, Asia, South America and the Middle East.

The account will be led by senior account manager and new recruit, Alison Short with support from account executive, Helen Worthy and strategic input from managing director, Anna Heyes.


LIVERPOOL IT support and development Consultancy IT Answers has launched a new digital media and PR division called QuadroNation.

Based in the company’s India Buildings headquarters, QuadroNation will work across all print, broadcast and online media outlets by offering services to complement existing digital marketing activity run by the six-year-old firm.

Nicola Rowlands, former Trinity Mirror journalist and senior PR manager at Ubiquity, has been appointed to head up the PR and marketing elements of the new service.

Judith O’Brien, managing director at IT Answers, said: “As an evolving company, launching this new division was the perfect next step for us as it was the natural extension to our digital marketing offering.”