Mason Williams

Consumer PR specialists Mason Williams has been appointed to handle a communications programme for Paris based Regime Dukan.  They won the business in a four-way pitch.

The Dukan Diet, famously followed by Carole Middleton, has chosen the agency to help explain the eating plan which is unique in its on-line support.

The campaign will include media partnerships, on-line and traditional consumer engagement to boost understanding and participation of the Dukan plan.

Speaking from the group’s headquarters just off the Champs Elyse, marketing director Mathieu Fussman said. “ We are very excited at the prospect of working with Mason Williams.  The team impressed us with their skills and knowledge of the UK consumer lifestyle market.  We love their ideas, their enthusiasm and their insight.”

The campaign kicked off in May 2011 with a visit by the celebrated Dr. Dukan received excitedly by the British press.

Mason Williams Managing Director Rita Rowe said: “This is a fabulous brand for us to be involved with and at this very early stage. We are sure that when consumers understand what the diet is and how it works (guaranteed) then they will embrace the regime.   We are looking forward to working with the Dukan team to present a more British offering and helping to make the UK more healthy as a result.”

The heavyweight team will be headed by Rowe, alongside Associate Director Helen Parker, Deputy MD Jen Higgins and Account Manager Rebecca Barnes.

The win comes after also securing work with Hesperia Hotels in Spain and Italy, further growing the company’s European reach.