Crawley-based public relations company has been chosen to promote Miss World 2005.

Marcus Agar Communications (MAC), in Laud Drive, will consult on media and communications for the Miss World Organisation, which runs the annual festival.

The firm will develop a global strategy to generate maximum publicity in the run-up to and during the month-long eventin China. Owner Marcus Agar will travel to China with two other members of staff for the televised finals in Sanya on December 10.

The team will manage media at the event and distribute results to the press worldwide.

Mrs Julia Morley, chairman of the Miss World Organisation said: "We are delighted Marcus Agar has joined our team to oversee and advise on our media and communications plans. We have known Marcus for some time. He brings clear and creative thinking coupled with an appreciation for our tasks ahead.

"We are confident his team has experience that will greatly benefit Miss World 2005 and help us rise to the communications challenges of our brand."

The Miss World Organisation owns and manages the annual Miss World Finals, a competition that has grown into one of the world's biggest and most well-loved events.

Since its launch is 1951, the Miss World Organisation has raised more than £250 million for children's charities.

But it has also been dogged by controversy.

The competition has survived protests from feminist groups as well as scandals about contestants and even the ignominy of being dropped from the British television schedules.

In 2002 a journalist sparked riots that killed 215 people after writing in a newspaper article the Muslim prophet Mohammed might have chosen a Miss World contestant as a bride.

Miss World was due to be held in Nigeria after Nigerian Agbani Darego became the first black African to win the title in 2001 - but the venue was hastily switched to London.

Despite its troubles and fall from grace in the UK, Miss World is franchised in more than 140 countries and commands the world's largest annual live television audience - almost two billion.

Women from a record 115 countries will compete for the Miss World 2005 title.

Marcus said: "Working alongside Mrs Morley and her experienced team, we are confident we can orchestrate a significant international public relations success to set the tone for years to come.

"This is an on-going relationship and we are extremely proud to be part of the Miss World story."

MAC was founded in 2004 by Marcus and business partner Marc van der Veen. Already the pair have won contracts in France, Germany, Japan, Norway, Kenya, the Republic of Congo, Mexico and China.

Marcus said: "When we founded this company we knew international public relations was a favoured route for us.

"It can be a challenging process but it is also an exciting one and you develop a whole new box of tricks.

"Asia is developing as an area of specialisation and is attracting our interest.

"We have established a range of beneficial relationships and are in talks with potential partners in Asia. It's an exciting time for a new company and we are well placed to meet the challenge ahead."

Tuesday, August 30, 2005