Agency route not for us, says Bulldog

A men's grooming range hoping to rival Lynx and Gillette has given up on agencies and taken its PR in-house.

Bulldog: natural ingredients
Bulldog: natural ingredients

Bulldog has used both Slice and 3 Monkeys since its launch less than a year ago. But the brand has now decided to take its PR service in-house and hired Freud account executive Patrick Hobbs to handle trade and consumer media relations.

Bulldog was launched in July last year and called in Slice to handle the launch activity. The brand signed up 3 Monkeys Communications six months later following a seven-way pitch.

At the time 3 Monkeys said it would implement a 'brand awareness campaign' that would focus on the fact that Bulldog products do not contain any man-made chemicals.

But this week it emerged that Bulldog will stop using the agency after less than six months. Ali Gee, head of consultancy at 3 Monkeys, said: 'It was agreed that Bulldog would take its PR in-house, and for a new, developing brand like theirs, the decision makes perfect economic sense.'

Bulldog founder and MD Simon Duffy said of the decision to take the PR in-house: 'Structurally it is better for smaller companies to take care of their brand communications themselves. We will be able to focus on it 100 per cent and spend more time doing it.'

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