Brave joins £20m Sunsilk relaunch

Lever Fabergé (LF) has hired Brave PR as part of the £20m UK relaunch of its Sunsilk brand, eight months after appointing Cairns & Associates. Brave takes over the account from January, after a four-way pitch involving the incumbent, Revolver Communications and Freud Communications.

Brave account director Helen Trevorrow will lead a six-strong team and report to Sunsilk brand manager Ali Morris. Brave joint managing directors Annabel Hillary and Charlotte Ashby will have ‘hands-on’ roles.

‘Some major changes are planned for PR during next year,’ said Trevorrow. ‘LF was looking for an agency that can give a broader reach, because it is to launch new Sunsilk products next year.

‘We have an absolute client split and we offer across-the-board reach to make the brand stand out in what is a very crowded category.’

Sunsilk shampoos and conditioners were discontinued in the UK more than a decade ago. Sunsilk hairspray was discontinued last year. The brand returned to stores in March 2003 in a multi-million-pound bid to revive its past successes.

Cairns, handed the Sunsilk account last February without a pitch, retains consumer PR for LF’s Impulse, Sure, Timotei, Vaseline Intensive Care and Persil Non-Bio brands.

‘We didn’t have a lot of time to prove ourselves,’ said Cairns deputy managing director Charlotte Clarke. ‘The client appointed a new marketing and brand manager a few months after we were hired and she had different ideas. It’s a one-off situation and we still increased business with LF on several accounts.’

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.