Gloucester-based Lanes wants to better integrate its advertising and brand development work. Bray Leino already handles the company's advertising.
Bray Leino is running the account out of its Bristol office, and will handle consumer and trade media relations campaigns across brands such as Olbas, Kalms, Aquaban and Biofreeze. But the agency has not got its hands on Lanes' entire product portfolio; Spink Consumer Relations continues to promote Litosin (PRWeek, 24 Feb).
Bray Leino account director Alison Jefferson leads a five-strong team on a budget of at least £100,000. She reports to Lane's marketing manager David Cole.
The agency's key aim is to create fresh angles to keep Lanes' brands newsworthy.
Lanes' hire of Bray Leino comes just before the arrival of ex-Manning Selvage & Lee UK health boss Sally Bradford.
She starts as head of consumer and healthcare PR on 14 August.