CHICAGO, July 12—Guinness UDV has retained the competitive intelligence practice at PR21 to provide media tracking and analysis services for its Jose Cuervo and Malibu rum brands.
PR 21 launched its competitive intelligence service in 1999, working with clients to identify emerging trends, problems and opportunities in media coverage by analyzing prominent issues, prevailing messages and brand descriptors, positive and negative positioning, influential industry and equity analysts as well as the media outlets and journalists that are generating coverage.
In the past 12 months, other firms have added similar capabilities. BRW LeGrand in Denver added a competitive intelligence veteran to its staff earlier this year and last month Fleishman-Hillard announced that it was formalizing its competitive intelligence offering.