Premier to handle PR, marketing and events for Booker Prize Foundation

The Booker Prize Foundation (BPF) has appointed Premier Comms to provide year-round public relations, marketing and event management services for the Booker Prize, International Booker Prize and BPF’s wider portfolio. 

In August the foundation announced it was engaging Counterculture Partnership to assist with the tendering process for the Booker Prize PR, marketing and events “to complement the new in-house team”. Four Culture previously looked after majority of the Booker Prize Foundation’s day-to-day operations, including this year’s Booker Prize, and were invited to take part in the tender process.  

Premier will be the communications agency for the prize from the beginning of January 2023. It is known for its work in the film, TV and theatre sectors, producing premieres for films such as “Top Gun” and launching shows including “Succession” and “Hamilton”. It also works year-round with leading entertainment brands such as Sky, including amplifying Sky Arts’ partnership with the Cheltenham Literary Festival for its 70th anniversary, and on cross-cultural campaigns such as the Art of London. Clients in the publishing industry include Puffin for its 80th anniversary, Bloomsbury and the Quarto Group. 

Gaby Wood, director of the Booker Prize Foundation, said: “The Booker Prize Foundation has undergone unprecedented change in the past few years, as it seeks more ambitiously to fulfil its aim of promoting the art and value of literature for the public benefit. 

“New elements have included significant investment in digital editorial content, the recruitment of the foundation’s first in-house team, and undertaking a tender process for the PR, marketing and events contract. This change in direction has resulted in the appointment of a new agency: Premier will begin work with the Booker Prize Foundation in January.

“However, none of the Booker’s evolution could have taken place without the stellar work of Four Culture, who under Dotti Irving orchestrated both prizes for several decades, and who have also been extremely collaborative colleagues under the more recent leadership of Truda Spruyt. We cannot thank them enough for their expertise, or for their longstanding commitment to, and passion for, the prizes. 

“We look forward to working with the dynamic team at Premier, whose strong cross-cultural relations and ambitious vision will help deliver an exciting new chapter in the Booker’s life.” 

John Reiss, executive chairman at Premier, added: “The Booker Prize Foundation and its prizes have long been the benchmark in recognising excellence and supporting diverse voices across literature. Premier is delighted to have been chosen to work for BPF. Not only do we share the same values, but our range of expertise means our PR, marketing and events teams will combine to support and amplify the work done by BPF.”