Reporting directly to artist and designer Natalie O’Hara and her Japanese backers, the agency has been tasked with gaining cross-market coverage for the brand.
Agency founder Ian Monk, who heads a team of three on the account, said the agency had a three-pronged strategy for the account: ‘Firstly we’re looking to get a number of celebrity endorsements for the products, then to get a number of media partners with whom we can do on-page promotions.
‘Finally we’re looking for straightforward media delivery by getting the products on the wrists of newsworthy people,’ he said.
The agency, run by the former PR adviser to Cherie Blair’s lifestyle guru Carol Caplin, is the first PR appointment by the brand, and has been hired on a one-year contract worth fees in excess of £100,000. Monk added: ‘We’ll be targeting the youth and teen market for the lower-end product – that will be the Elle and Cosmo female audience but then the rest of it will be aimed at a male and female audience of 25 to 50 years.’
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