Menswear brand Merc hires agency to compete with Paul Smith and Fred Perry

The clothing firm, whose products are worn by Paul Weller, Kasabian and Graham Coxon, has asked Be Communications to manage its PR and TV product placement activity across fictional and non-fictional TV programmes as well as British-based films.

The PR brief is to focus on consumer fashion press coverage to reach out to wider audiences while promoting its association with music.

Merc used the agency on a summer project to manage and promote a series of free music gigs held at its store in Carnaby Street.

Senior manager Clare Dixon will head up the account, reporting to Merc marketing manager Olivia Fletcher.