Starting immediately, BJL will take responsibility for all consumer product PR, brand awareness-raising initiatives and media engagement.
Having previously handled all comms activity in-house, Beaverbrooks’ decision to bring BJL on board forms part of an effort to boost coverage levels within consumer lifestyle media.
BJL will initially focus on identifying product and brand-building opportunities in the run up to Christmas and the January sales period. It will also work on campaign plans for Valentine’s Day next year.
Lee Robson, group PR account director at BJL, said: ‘The client is very much focused on helping people find the right product. At this time of year there’s a confusing array of choice so it’s about conveying that Beaverbrooks offers product solutions. We want to open new doors for them, with a focus on women’s weeklies, as well as media like the gift guides that are put together by national titles ahead of Christmas.’
Account director Jennie Madden will lead the account for BJL, reporting to Penny Langton, marketing manager at Beaverbrooks.