The company has short-listed four agencies to handle UK consumer PR to support the planned expansion of its market into mainstream fashion, as well as its core target of surfers.
Cohn & Wolfe, Focus PR, Shine Communications and Starfish Communications are all preparing to pitch for the account in the coming weeks.
The appointment will be made in October by Voodoo Dolls international marketing manager Aimee Squires and European marketing manager Kate Seabrook.
Fees will be in the range of ‘almost £40,000’, according to Seabrook, who added ‘if we grow massively the PR budget will grow accordingly’.
She said: ‘We’re looking for sports experience, fashion, youth,and perhaps some sponsorship background.’
The appointment will not affect a separate brief specifically to promote its ‘Voodoo Dolls by Luella Bartley’ range of swimwear, board shorts and T-shirts. This is currently held by Purple.
The Voodoo Dolls brand has a strong Australian heritage, but the worldwide rights to the business were acquired by the British fashion firm Stirling Group in 2001.
The brand has been marketed through sponsorship and advertising in the UK to date, with the appointment of a PR agency seen as a key step in its marketing plan, said Seabrook.
‘We are planning to bring the brand to the mainstream next summer,’ said Seabrook.
International singer and movie star Natalie Mendoza was signed as the face of the Voodoo Dolls marketing campaign this year, and the company sponsored a series of British Professional Surf Association women’s events, including the Voodoo Dolls Open in Newquay, Cornwall.