Bic has appointed London-based agency Pulse to its creative roster following a review of its UK advertising account.
The razor and biro manufacturer handed Pulse the business, thought to be worth around &£1m, following a pitch against four other unnamed agencies (MW 20 October).
Pulse joins Bic’s roster agencies Endacott Marketing and Marketing Edge, both of which will continue to work on the account.
It is understood that Pulse will initially focus on developing new marketing strategies for Bic’s triple-blade shaver, the Comfort 3, and its added-value stationery range, Bic Select.
Pulse account director Cembre Knights says the agency will seek to build on Bic’s solid trade relationships and widespread distribution by developing more consumer-facing campaigns.
Bic’s last major campaign was Endacott’s two-year deal with England Rugby star Martin Johnson, who was signed up to promote Comfort 3 – the triple-blade razor it launched in 2003.
Joanne Potter, category manager for Bic shavers, says: “Pulse impressed us with its considered, strategic approach to the brief and solid understanding of our markets.”