Bench hires Canoe as UK consumer PR agency

The lifestyle and clothing brand wants to connect with ‘modern urbanists’, which it defines as young people who take inspiration from urban culture, music and media.

Canoe will be handling all aspects of the clothing brand’s PR, consumer, trade and retail in both lifestyle and performance sectors.

Bench international marketing manager Emily Frazer said: ‘At Bench, we take inspiration from our audience and how they interact with urban culture, music and media. As part of a new brand definition, the Bench brand wants to truly engage with these modern urbanists and magnify the urban subcultures that inspire and interest them.’

‘Canoe is going to help us enhance the brand’s authority and authenticity and re-educate media on the Bench brand.’

Bench have tasked Canoe with ‘bridging the gap between lifestyle and performance comms’ and having strong relationships with retail as well as media.

Canoe MD Chris Carr said: ‘We are looking forward to working with Bench on various UK initiatives, including consumer and trade PR, events and marketing support, kicking off with the autumn/winter 2012 press days’.

This article was first published on prweek.com