Lifestyle fashion brand Austin Reed has taken on Trew Public
Relations to step up its UK consumer and trade PR.
The agency, which specialises in fashion and performance brands, was
awarded the six-figure account after pitching against five other
Incumbent agency Neville McCarthy Associates did not re-pitch following
what a spokesman described as a 'broad review of the brand's
Agency director and founder Larissa Trew will head a five-strong team,
reporting to Austin Reed brand marketing controller Hashim Ladha.
'We will be responsible for instigating a number of high-profile
initiatives to generate widespread awareness of the revamped Austin Reed
product portfolio, and the 2002 seasonal collection,' Trew said.
She added that the agency would also handle all media relations and
would work alongside Austin Reed's ad agency, Section D.
'Our brief is to accelerate the shift in consumer perception and broaden
the brand's appeal among its target audience,' Trew added.
Austin Reed group marketing director Andrew Woodward said Trew would be
asked to persuade existing and new customers of the brand's relevance
'to consumer lifestyle trends in terms of product, design, performance
In July, the clothes maker appointed BSMG Worldwide president Angela
Heylin as a non-executive director.
Austin Reed operates 50 dedicated stores in the UK, and its lines are
available in 1,400 outlets worldwide.