‘Bentley for Babies’ appoints PHD North

Silver Cross, the upmarket pram and baby accessories brand, has appointed PHD North as its first media agency to help bolster its rapid expansion plans.

It is understood the agency pitched against a number of undisclosed agencies to win the business.

A campaign will launch in the spring, and is expected to take a different approach to traditional strategies for baby brands. It is thought the brand will also increase its online marketing activity. Love, the Manchester-based agency, handles the brand’s advertising business.

The appointment of PHD North follows strong growth by the company, driven by new product development including the launch of its 3D Pram System.

Among Silver Cross’ prestige offering is its heritage collection, commonly known as the “Bentley for babies”. It began life in 1877 and is still handmade in Yorkshire. The company claims the line is enjoying a resurgence among high-earning consumers.

Its pram and baby accessories are used by the royal family and Hollywood stars including Gwyneth Paltrow, Angelina Jolie, Brook Shields and Sarah Jessica Parker.

Silver Cross head of marketing Jason Munslow says: “PHD North is a good fit as we are both pioneering and growing businesses.”