WD-40 appoints Cogent to handle UK PR and social media account

Cogent will also leverage and amplify the brand’s sponsorship of Team WD-40

WD-40 Multi-Use Product had awarded its UK PR and social media account to Cogent following a four-way pitch.

Cogent has now been tasked with developing and implementing a new PR and social media strategy for several product ranges within the WD-40 Company portfolio. The Birmingham-based agency will also work closely with the brand’s in-house marketing team to raise awareness of product usage as well as the recently launched WD-40 Specialist Motorbike.

The account win also includes leveraging and amplifying the brand’s sponsorship of Team WD-40 which is competing in the 2014 British Superbike Championship.

The Cogent team will report to David Whittome, head of marketing at WD-40, who said of the appointment: “It was important that the chosen PR partner could demonstrate a real understanding and passion for our products.

"Cogent not only impressed us with their enthusiasm and creative approach, but more importantly they demonstrated extensive knowledge and experience within the automotive and motorcycle industries – both key areas of strategic importance to our future brand and growth plans.”

The selection process, which sees Cogent begin work this month, was initially made via the PRCA’s FAPRA scheme.

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