The International Wool Secretariat (IWS) has hired fashion PR
outfit Bryan Morel in an attempt to take Woolmark, the world’s best
known textile brand, upmarket.
The agency this week starts an 18 month international campaign that will
target the trade and consumer media worldwide.
It intends to link up with well-known international designers and will
be developing the Woolmark brand through a combination of photography
’We intend to give the Woolmark a strong, innovative and authoritative
image at the forefront of fashion,’ said partner Christine Bryan.
Bryan Morel reports to Jeni Cropper, appointed as the IWS’ international
PR and trade communications manager in October last year.
Formerly Asda’s PR manager, Cropper was taken on to manage global PR for
IWS’ 20-plus worldwide branches.
Bryan Morel pitched against other fashion PR specialists Lee and Knight,
Modus, Red Rooster and Nikky Rowntree PR to clinch the business.