LONDON: CR7 by Cristiano Ronaldo has appointed M&C Saatchi Sport & Entertainment as its retained international PR and marketing agency for 2014.
The hire followed the agency’s handling of the launch of the brand last year, which involved erecting a 60-foot-high image of Ronaldo modeling underwear in Madrid.
The agency's responsibilities have been increased to include international above-the-line and retail campaign delivery, a global launch strategy for the brand’s second collection, ongoing international PR support, social media integration, and brand development.
Ronaldo will be featured prominently in the campaigns, with a statement from M&C Saatchi saying they will involve "PR as a centerpiece."
This story originally appeared on the website of PRWeek UK.