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
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