E-cigarette brand Vapestick appoints a trio of agencies to multi-million pound account
E-cigarette brand Vapestick has appointed Frank PR, Arena and Heavenly to handle a multi-million pound marketing campaign handling PR, media planning and buying and advertising creative respectively.
Frank PR will run the campaign press office, looking to drive sales and awareness of Vapestick products. The agency will also undertake a celebrity seeding programme in a bid to further establish the brand in the lifestyle arena.
Heavenly will handle the creative behind Vapestick’s forthcoming advertising campaign and will take responsibility for the development and maintenance of the brand’s positioning and tone of voice. Arena is charged with managing the online and offline media strategy, as well as planning and buying from launch onwards, with a £12m media spend planned for 2014.
Of the appointments Vapestick president-international at parent company Victory Electronic Cigarettes Corporation, Michael Clapper, said: “All three agencies really impressed us with their grasp of this dynamic market, with a fresh and creative take on where the Vapestick brand should be headed as a market leader. We are delighted to have Frank, Arena and Heavenly on board and look forward to working with them to help drive the continued success and growth of Vapestick.”
The appointments were made following a competitive pitch process.