The battle between Fine & Country and Spicerhaart’s Fine brand looks set to hot up, with both now having appointed new heavyweights to head them up.
Matthew Pryke has been named as new CEO for Fine & Country, owned by the Guild of Professional Agents.
Pryke is a lawyer, specialising in commercial and intellectual law. Through his firm Wallace LLP, he has been representing Fine & Country in its case against Fine, where it alleges that Fine has pinched its style of advertising and is replicating its branding.
Pryke, who will remain as consultant to Wallace, succeeds Mike Bidwell, Fine & Country’s former CEO.
Bidwell left in April to run another business for the Guild – the UK master franchise of the US-founded global estate agency brand Intero.
As already reported, former Savills man Chris Charlton has become Fine’s first managing director – a newly created role.
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Comments
Chris I disagree, SH have jumped on the bandwagon of having an additional prestige offering, but, so too have many other companies.
The style of marketing used by 'Fine' and 'Fine and Country' are similar but that does not mean that one business is trying to pass itself off as the other.
The branding of each company are obviously different.
The problem seems to be with the word 'Fine'.
Hi Tim
No they don't "own" the style of advertising, but the branding they do.
"Fine & Country" is a trademark and "Fine" is definitely considered to be passing off - making it look like they are the same company to get a marketing boost.
It is definitely wrong, definitely against the law and certainly more than just a bit dodgy - but that's nothing new for Spicy Faart.
The fact that the style of marketing is pretty much identical really adds to the proof that they are trying hard to emulate F&C to piggy back on their coat tails (mixing my metaphors!).
Can you own, exclusively, a style of advertising and branding ?
Did F&C really invent it ? or did hey plagiarise it temselves from elsewhere ?
Only asking.