Agencies have yet to be shortlisted for the account, which is believed to attract fees of at least £350,000. Agencies are being asked to come up with an ‘enticing’ proposal and to ‘set their own budget’.
Based in Manchester, the company wants to build awareness of the ‘philosophy, history and identity’ of its brands. It also plans to branch out into areas such as footwear, sunglasses, belts and jewellery.
This includes raising its corporate profile and positioning Juice Corporation MD Kashif Ahmed as an authority on fashion brands.
Pop stars and sports personalities will be used to promote its lines that include ‘urban, edgy’ childrenswear from Joe Bloggs, ‘irreverent’ nightclub gear from Juice, Slazenger sportswear, Gabicci clothes for men over 40, exclusive Elizabeth Emmanuel ladieswear and a new collection of Catherine Hamnett clothing.
‘We want to educate the public about where we’ve been and where we are – this year is our 20th anniversary,’ said Ahmed.
Juice wants to hold talks with ‘very well-established agencies that have good contacts with the London and trade press,’ said Ahmed, adding that experience with fashion brands would be also helpful.
It has had no external PR support since its six-month contract with Brazen PR ended last summer.