The consumer PR shop will work across all of the global media company’s properties, including family favourites Postman Pat and Where’s Wally? in the lead up to the elusive character’s 25th birthday in September.
Led by associate director James Hoyle, the team will manage all social media activity and community management including Wally’s Facebook community of four million. The brief includes Wally’s ‘appearance’ at sports, fashion and red carpet events and partnerships with other brands.
The two-year brief will focus in 2013 on an integrated PR and digital activity for the Postman Pat brand, working alongside Freud Communications, which is promoting a Postman Pat film.
Nicole Blake, EVP, global marketing & consumer products, said: 'Seventy Seven has great media relationships and truly understands how to build integrated PR programmes that leverage traditional, online and social media.'
The account was won following a competitive pitch.