The agency was appointed on the joint account following a four-way pitch. It will start work in January, handling consumer PR, launching product variants and supporting events and stunts.
Brave has replaced Cohn & Wolfe on the Domestos account, although LF corporate relations officer Prue Nichols explained that C&W has been retained to promote the brand to healthcare professionals. Cif has been promoted by The Red Consultancy for two years (PRWeek, 11 January 2002) although Nichols described that agency as having a ‘project’ brief and said its last work ended around five months ago.
Nichols declined to provide details about why the Domestos and Cif brief had been jointly pitched, apart from saying it was to ‘make the most of our PR’. Last month LF appointed Brave to promote its Sunsilk range of shampoos (PRWeek, 31 October).