Beaverbrooks to work with BJL for consumer PR push
High Street jewellers Beaverbrooks has selected integrated marketing, advertising and PR agency BJL to work on a new consumer PR brief to raise awareness of the store and its range of products. BJL will now be responsible for all consumer product PR efforts, brand awareness raising initiatives and media engagement. BJL were appointed by the jewellers after the success of its creative work to date for the chain including an in-store campaign, direct customer promotions, and the design and production of the new 2012/13 winter gift guide. The agency will initially focus on identifying product and brand building opportunities in the run up to Christmas and the January sales period. BJL has also been tasked with campaign plans for Valentine’s Day next year with a remit to increase national media exposure. Marketing manager at Beaverbrooks, Penny Langton, commented: “We’ve really enjoyed our experience of working with BJL to date from a creative and strategy perspective and were equally impressed and enthused by their take on PR. “As Beaverbrooks works harder than ever to give our millions of customers the best experience possible, we wanted to bring on board an agency that shared our passion, which we’re confident we’ve found in BJL.” Lee Robson, group PR account director at BJL, added: “We’re delighted to be working with Beaverbrooks at one of the busiest and most important times of the year for the hugely popular jewellery specialists.” Account director Jennie Madden will lead the account for BJL, she will report directly to Penny Langton at Beaverbrooks.