UK agency Ash Associates has been recruited by ICI’s Brussels-based
polyurethane subsidiary to handle a pan-European PR programme for its
One of seven divisions within ICI Polyurethanes, the footwear division
manufactures material for fashion shoes, hiking boots, wellington boots
and other types of footwear. Clients have included Nike, Hush Puppies,
Timberland and Clarks.
Ash Associates will devise a communications strategy for the UK, France,
Germany, Italy, Eastern Europe and the Benelux countries. Mainly media
relations-based, the programme will be geared to both trade and consumer
Account director Lynda Webb explained that the agency would stress the
quality and versatility of ICI’s polyurethane.
The initial campaign will target footwear manufacturers, designers,
technical centres and retailers.