Independent haircare brand TommyGuns has appointed full service agency Smarter Communications to handle its media planning and buying for a major brand building campaign in the UK.
Smarter has been briefed to create a national campaign to position TommyGuns within the premium haircare market and highlight the brand’s range of natural ingredient shampoos, conditioners and styling products.
Smarter won the six figure media planning and buying brief following a competitive pitch against four other agencies. The first element of the launch campaign will run from July to December and will incorporate press activity in national and women’s lifestyle magazines.
The TommyGuns hair care range has been created and developed by Pear Tree Beauty in conjunction with the TommyGuns salons and secured its first major high street retail listing in Alliance Boots stores in February 2007. The supply to Boots outlets represented a breakthrough for the independent company with previous supply dominated Unilever and Proctor & Gamble products.
Adam Shoefield, Partner at Smarter Communications commented: “We are very excited to be working with a young challenger brand in this dynamic sector. Our approach will help elevate the TommyGuns name on its way to hopefully becoming the number one hair care choice for independent women.”
Julie Edinborough Director at TommyGuns also commented: “Smarter stood out from the competition demonstrating both flexibility and co-ordinated campaign thinking. We are delighted to be working with Smarter in developing the TommyGuns print campaigns.”
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