Ash steps into ICI footwear division

UK agency Ash Associates has been recruited by ICI’s Brussels-based polyurethane subsidiary to handle a pan-European PR programme for its footwear products.

UK agency Ash Associates has been recruited by ICI’s Brussels-based

polyurethane subsidiary to handle a pan-European PR programme for its

footwear products.



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

audiences.



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.



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