Barbour, the outdoor and country clothing brand, has awarded Trew
Relations its consumer and trade PR account, in a bid to boost its
appeal to a wider market.
The appointment of managing director Larissa Trew’s firm came after
Barbour conducted a thorough review of agencies, including a four-way
competitive pitch.
Until last December, Barbour’s PR was handled by Infopress. When
Infopress merged with Key Communications, Barbour reviewed its PR
function and brought the work temporarily in-house.
The four-way pitch is understood not to have included Key
Communications, since Barbour was ’already aware of the services it
could offer.’
Trew Relations has been retained for consumer and trade PR, initially
for a year.
’Our mission is to educate old and established markets about the variety
of products Barbour makes, while introducing the brand to new and
younger markets. We’re keen not to alienate Barbour’s hunting, fishing
and shooting customers,’ Trew said.
Trew will personally head the account. The agency will report to Ian
Beattie, national sales and marketing director for J Barbour and
Sons.
Beattie said: ’Barbour has long been established as an icon in classic
British country clothing. We are now appealing to a wider audience and
demonstrating a strong relevance to lifestyle trends.’
