Zaggora brings on John Doe to boost brand awareness

NEW YORK: UK-based active wear brand Zaggora has selected John Doe as its PR agency partner in the US, following an RFP.

NEW YORK: UK-based active wear brand Zaggora has selected John Doe as its PR agency partner in the US, following an RFP.

Four US firms competed in the review, said Zaggora founder Dessi Bell, but she declined to name the other agencies that participated.

Before bringing on John Doe last month, Zaggora worked with Tractenberg & Co., she said.

John Doe, which was recommended to Zaggora by a British journalist based in New York, stood out because of its strong track record in the UK and its creativity, explained Bell. She added that the brand also liked John Doe's roster of clients because they fit the same “ethos” as Zaggora.

John Doe expanded to the US last fall.

The active wear line is based in the UK, but the US is its biggest market, said Bell, so John Doe is tasked with engaging a wide range of media across the country, such as health, fitness, and lifestyle. While reaching out to print media is part of its mandate, digital outreach is a key for the brand.

“We are predominantly an e-commerce company, although we are branched in some outlet retail partners, but online coverage is always going to be important for us,” Bell said.

Social media will continue to be handled in-house at Zaggora, but the brand will take into consideration ideas from John Doe. The Zaggora Facebook page has more than 480,000 fans, and its Twitter handle has more than 30,000 followers. 

The company's goal is to grow its footprint in the US and increase brand awareness among American women, explained Bell.

John Doe's initial contract is for one year, she said. Budget information for the account was not disclosed.

Zaggora, which launched in 2011, is best-known for its Hotwear line of clothes. The collection uses a patent-pending Celu-Lite technology to harness the body's natural heat to increase the number of calories burned during exercise.

A representative from Tractenberg & Co. declined comment on the account shift.

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