3 Chase Waterford Brands

NEW YORK Three New York agencies are preparing for final presentations in a global review of creative and media duties on the Waterford, Wedgwood and Royal Doulton brands, sources said.

Sources identified the shops as Cossette, Publicis Groupe’s The Kaplan Thaler Group and Interpublic Group’s Gotham.

The final pitches will take place next week at the agencies’ offices, said sources. Alan Krinsky Associates here is managing the process. Krinsky declined to comment and referred calls to the client, which could not immediately be reached.

Kaplan Thaler and Gotham are domestic shops; as such, they’ll likely utilize sibling global networks should they win the business. Gotham, for example, has a long-standing relationship with McCann Erickson, which distributes Gotham’s Maybelline work overseas.

Cossette, a unit of Cossette Communications Group in Quebec City, is part of a global network with offices in 11 cities, including London, Shanghai and Moscow.

To handle the media portion of the business, Gotham is partnering with sister shop ID Media and Kaplan Thaler has tapped independent TargetCast, according to sources. Cossette has its own media department. The agencies either declined to comment or could not be reached.

Parent company WWRD Holdings Ltd. is expected to spend $10 million in major measured media on the brands in the next 12 months.

The review comes four months after KPS Capital Partners acquired most of the assets of Waterford Wedgwood plc, creating the new WWRD Holdings. The deal included the rights to Waterford, Wedgwood, Royal Doulton and other brands in the U.S., U.K and Canada, as well as shares of Waterford Wedgwood subsidiaries in Japan, Indonesia, Hong Kong, Taiwan, Singapore and Australia, according to an announcement on www.kpsfund.com.