Brave joins £20m Sunsilk relaunch
Lever Fabergé (LF) has hired Brave PR as part of the £20m UK relaunch of its Sunsilk brand, eight months after appointing Cairns & Associates. Brave takes over the account from January, after a four-way pitch involving the incumbent, Revolver Communications and Freud Communications.
Brave account director Helen Trevorrow will lead a six-strong team and report to Sunsilk brand manager Ali Morris. Brave joint managing directors Annabel Hillary and Charlotte Ashby will have ‘hands-on’ roles.
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‘Some major changes are planned for PR during next year,’ said Trevorrow. ‘LF was looking for an agency that can give a broader reach, because it is to launch new Sunsilk products next year.
‘We have an absolute client split and we offer across-the-board reach to make the brand stand out in what is a very crowded category.’
Sunsilk shampoos and conditioners were discontinued in the UK more than a decade ago. Sunsilk hairspray was discontinued last year. The brand returned to stores in March 2003 in a multi-million-pound bid to revive its past successes.
Cairns, handed the Sunsilk account last February without a pitch, retains consumer PR for LF’s Impulse, Sure, Timotei, Vaseline Intensive Care and Persil Non-Bio brands.
‘We didn’t have a lot of time to prove ourselves,’ said Cairns deputy managing director Charlotte Clarke. ‘The client appointed a new marketing and brand manager a few months after we were hired and she had different ideas. It’s a one-off situation and we still increased business with LF on several accounts.’
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