Starfish Communications has been appointed to handle one of the
most intriguing PR accounts around: promoting Wilkinson Sword's sword
manufacture and retail unit.
Better known as a razor blade and garden tool manufacturer these days,
Wilkinson Sword - as the name implies - actually started out as a
military outfitter back in 1772.
The firm's previous customers include such 19th century figures as Queen
Victoria, and Napoleon Bonaparte, as well as contemporary warriors such
as Posh and Becks.
'People think of swords as things that people go around killing each
other with,' noted Starfish joint managing partner Julien Speed, who
leads the account, before insightfully adding: 'that's just not the case
He cited the use of a Wilkinson weapon by Mr and Mrs Beckham to cut
their wedding cake (during a ceremony notorious for its crapulence) as
the sort of wealthy consumers and celebrities to be targeted by the
Freespending yachting types are also seen as legitimate clients, as
Speed notes: 'If they can afford to spend hundreds of thousands of
pounds on a yacht, then they may well want to hang a sword on their
wall,' perhaps signalling an effort to target those afflicted by
compulsive spending disorders.
Further to 'consumer' work Starfish will assist with trade dealings, as
Wilkinson is the world's leading supplier of military and ceremonial
Starfish, which is retained to promote the razorblade side of the
Wilkinson Sword business, is the first PR agency for the sword making
'It's a part of the business that has chugged along for years without
realising the massive potential', said Speed, who has evidently never
had to equip a medieval army.