Brylcreem hires Frank to replace Shilland Comms

Men's styling product Brylcreem has hired Frank PR in place of

Shilland Communications for consumer work.

The Sara Lee-owned brand appointed Frank PR after a three-way pitch

against incumbent Shilland and The Red Consultancy.

Shilland had been working for Brylcreem since 1996.

Frank PR chairman Graham Goodkind leads a five-strong account team,

reporting to Brylcreem marketing director Julie Baker.

'Our core focus for the Brylcreem campaign will be the male media,' said

Goodkind. 'It's a brand that has been around since the 1920s, but we

need to ensure relevancy to today's market.'

'The market is in a big phase of expansion - men are spending more on

personal care products and Brylcreem is one of the most established in

its sector,' he added.

The brand relaunched three years ago and has produced a range of new

products, including Easy Wash Wax, targeted at 16 to 24-year-old men.

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