Otis Gibson, founder and chief creative officer at Gertrude, said that the agency is currently working on an integrated campaign slated to launch in a few weeks in the US, Tokyo, and France. It will run through April and include PR, social media, experiential events, and advertising.
"We're using PR to launch every aspect of the campaign," he said.
He explained that the scope of work was initially US-focused and, throughout the planning process, expanded to include global duties.
In July, North America director of marketing Charles Chaicharee told PRWeek that Gertrude, which had participated in the competitive RFP process, was at the top of the company's list. He also said that the agency selected would likely enter a trial period “to see if it fits the brand and image.”
Gibson said that there is not currently a contractual end-date to the relationship.
Singha did not immediately respond to a request for comment.