Cogent, which won the brief following a four-way competitive pitch, will be responsible for developing and implementing a new PR and social media strategy for several of the products within the WD-40 Company portfolio.
The Birmingham-based agency will focus initially on raising awareness and specific usage of WD-40 Multi-Use Product and WD-40 Specialist Motorbike which was recently launched in the UK.
As part of its support for WD-40 Specialist Motorbike, Cogent has been tasked with leveraging and amplifying the brand’s sponsorship of Team WD-40, which is competing in the 2014 British Superbike Championship.
The team at Cogent, which replaces incumbent Connect PR, reports directly to WD-40 Company head of marketing David Whittome.
Whittome commented that the agency's experience within the automotive and motorcycle industries was important as they were "both key areas of strategic importance to our future brand and growth plans".
The selection process was initially made via the PRCA’s FAPRA scheme.