PGR Takes Celebrity Media Biz

BOSTON PGR Media here said it has added Celebrity and Azamara Cruises to its roster for media chores.

The independent agency picks up the business from Havas’ MPG in Boston, which had worked on the account for several years.

Wayne Wielgus, svp, marketing at the client, lauded PGR’s “strategic thinking” and noted its record with “upscale brands” as motivating the move.

Celebrity moved its creative duties in early 2007 to Omnicom’s Element 79 in Chicago from Havas-owned Arnold in Boston. That work remains at Element 79, which last year unveiled a campaign for the client themed, “Starring you.”

Celebrity, a unit of Royal Caribbean, has annually spent between $25-30 million in measured media. The cruise line is one of the few large remaining clients at Element 79, which has seen much of its PepsiCo business (including Gatorade, Propel, Quaker and Tropicana) depart in recent months.