Wilko hires Brazen
British high-street chain Wilko has appointed Brazen as its retained PR and social media agency, following a competitive pitch.
Wilko, which has been owned and run by the Wilkinson family for 85 years, has briefed Manchester-based Brazen to handle its consumer PR and social media, devise a community and charity strategy, and 
provide regional support for its 385 UK stores.
Through a series of brand campaigns, a press office function, and social media activity, Brazen will look to build the brand’s reputation, both on and offline, as the store “you can rely on to ‘get stuff done’”.
Board director Sasha Marks will lead the account, supported by a 15-strong team divided across consumer, social, local and charity.
Ben Hurley, Wilko’s senior external comms manager, said: “We needed a forward-thinking agency, full of ideas, which is at the top of its game in both consumer PR and social media. Brazen ticked all the boxes and really impressed us with their creativity and strategic thinking.
“We’re really looking forward to working with Brazen – they have already demonstrated that they understand the Wilko way and why we are different from the many other value retailers on the high street.”
Nina Webb, Brazen CEO, said: “We are thrilled to have been appointed by Wilko. The company is a third generation family-owned retailer and potentially one of the biggest voices for family value on the high street.
“Putting customers at the heart of all our comms, our tactics are designed to position Wilko as the go-to retailer to help them fulfil their day-to-day tasks. Central to everything we do in terms of PR will be offering solutions to help customers get their ‘to-dos’ done with great quality products at great value prices you can rely on all year round.”
Wilko’s product range includes homewares, textiles, DIY, cleaning products, health and beauty lines, stationery, pet products, kitchen, bathroom and garden goods, with 52% of its sales accounted for by its own label products.
