WWRD Holdings, parent company to the Waterford, Wedgwood and Royal Doulton brands, has named New York based Gotham Inc. its agency of record for all creative and media duties. The win comes following a 6-month intensive worldwide search. Under the agreement, Gotham will manage global creative advertising for the distinct lines of china, crystal and metal tableware and giftware; bringing in CT-based Media Partnership to handle media, Boston-based Beam for digital and Current Lifestyle Marketing for public relations. The account is valued at approximately $10MM.

The decision to bring on a new agency of record trails the recent formation of WWRD Holdings by NY-based private equity firm, KPS Capital Partners, following its March 2009 global acquisition of the Waterford, Wedgwood, and Royal Doulton brands. Waterford and Wedgwood were formerly represented by various agencies in the individual markets while Royal Doulton’s advertising was managed internally.

“This partnership is a significant milestone in our history. We will position these iconic Brands for the future with reverence to our history of quality and craftsmanship. We are delighted to be working with the talented team at Gotham,” remarked Moira Gavin, Executive Vice President, Sales & Marketing for WWRD Holdings LLC.

First out of the box for Gotham will be integrated work for Waterford, set to hit late Fall 2009, with Wedgwood concentrating on the 250^th Anniversary Celebration throughout the balance of 2009 and new media to follow in Spring 2010.

“We are thrilled to engage in a partnership that gives us the opportunity to work with three truly distinctive and inspiring brands,” remarked Sheri Baron, president & chief operating officer at Gotham. “We will look to fuel Waterford, Wedgwood and Royal Doulton with truly integrated and effective marketing that not only keeps them at the top of their category, but helps to position them well into the future.”