Brazen has been appointed by homeware retailer Lakeland following a competitive three-way pitch.
The Manchester-based agency has been tasked with helping one of Britain’s most iconic homeware brands win the hearts of a new generation of shoppers by making Lakeland a more culturally relevant brand, while continuing to drive fame for its product innovation.
The integrated remit spans consumer PR, influencer marketing, newsjacking, press office management, and corporate communications. Additionally, Brazen will create conversation-driving campaigns that connect Lakeland’s heritage with modern British culture, earning the brand a greater share of voice across traditional media, social channels and the AI searches.
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With 55 stores and over 60 years of helping Britain solve everyday household problems, Lakeland was looking for an agency that could help it break out of category conventions – creating bold, culturally relevant campaigns that make the brand impossible to ignore, while delivering best-in-class press office and influencer support.
Sasha Makel, managing director at Brazen, said: “Lakeland is one of Britain’s most loved retail brands, with an incredible heritage, huge affection from customers and a genuine role in people’s everyday lives. What excited us most about this opportunity was the chance to help evolve that reputation through culturally relevant earned media that gets the nation talking, while continuing to showcase the innovation and quality Lakeland is known for. We’re delighted to be partnering with the team and can’t wait to get started.”
Katherine Kilpatrick, PR and Content Manager at Lakeland, said: “We were looking for a partner who could combine strategic thinking with standout creativity, while delivering the day-to-day excellence needed to support our busy retail calendar. Brazen demonstrated a clear understanding of our brand, our ambitions and the role earned media can play in driving both brand love and commercial impact. We’re excited to see what mischief we can make together.”
The account begins as of this month (July) and further strengthens Brazen’s growing retail and services portfolio, which includes Tesco Insurance and Money Services, The Range, Wilko, Homebase, La Redoute, Optical Express, and reflects the agency’s positioning at the intersection of earned media, influencer strategy and modern discovery.
