Mason Williams wins Gore CityWear consumer work

Gore, makers of waterproof fabric Gore-Tex, has switched the

handling of consumer PR for its CityWear division from incumbent Ketchum

to Mason Williams.

Mason Williams was invited to make presentations to Gore regarding the

CityWear account earlier this year, following which the decision was

taken to hire the firm.

The 15-year-old agency has worked with Gore on its outside clothing

range since January 2001. The extended brief will encompass activity

across the UK, working alongside a pan-European network of agencies

undertaking similar work.

Associate director Sandra McDowell leads the account for Mason Williams,

heading a four-strong team. The account team agency reports to agency

contact Henri Bryan at Gore.

Mason Williams plans to work with a variety of fashion and design houses

- including MaxMara, Burberry, and Escada Sport - to raise awareness of

the brand's products and their usability in their trade. The key Gore

activity is the production of 'technical and specialist high

performance' fabrics.

A spokesman for Mason Williams said the agency would, 'seek to increase

awareness of the brand in the consumer, lifestyle, and trade press'. He

added that although the firm was best known for its outdoor ranges, the

agency intended to extend its reach into the fashion arena.

Mason Williams is retained on a rolling, annually-reviewed basis. Fees

for the account have not been disclosed, but are believed to be into


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