H&K brings in Levi’s manager to boost youth arm

Former Levi Strauss European sponsorship and marketing manager Paula Barrow has been appointed as second-in-command at Hill and Knowlton’s youth marketing division (HKYM).

Former Levi Strauss European sponsorship and marketing manager

Paula Barrow has been appointed as second-in-command at Hill and

Knowlton’s youth marketing division (HKYM).



She joins as senior associate director, reporting to Dan Holliday,

director of HKYM. Her appointment comes hot on the heels of a raft of

new account wins for the division, which contributes pounds 2.5 million

in fees to Hill and Knowlton’s annual revenues.



New accounts include Universal Music, which has hired HKYM to handle PR

for a series of interactive CD-ROM songbooks by artists including U2 and

Texas, and surfwear company Billabong.



Existing H&K client Motorola has also appointed the division to handle a

pan-European youth campaign to promote its ’v.’ brand of mobile

phones.



Along with Barrow’s appointment, Sophie Anning has been brought in as

senior account manager from Tonic Communications, where she worked on

campaigns for Mars and Bravo TV.



Holliday says the division will continue to recruit new staff. ’We are

looking to broaden our experience base beyond traditional PR people, in

line with the trend towards integrated youth marketing campaigns,’ he

said.



HKYM has also forged a strategic partnership with youth research firm

Informer, which undertakes qualitative research into lifestyle, attitude

and behaviour. They will jointly carry out research projects in

underdeveloped areas such as banking and healthcare, as well as specific

work for new and existing clients.



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