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.
