Folding bike brand Brompton is looking to get its advertising and marketing into top gear with the appointment of a new agency following a competitive pitch.
The Liberty Guild, which is run as an invite-only global guild of 500+ award-winning creatives and strategists, has been briefed to roll out the brand’s next chapter, connecting with a new generation of urban riders while deepening its relationships with existing customers worldwide.
The company can trace its roots back to 1976, when Andrew Ritchie founded the business in his bedroom workshop. However, it was not until 1986, when with backing from friends and former customers, Ritchie raised enough to resume production on a larger scale. By early 1988, mass-production Brompton bicycles were once again in circulation.
These days Brompton’s products are sold through stores, ecommerce, distributors and franchisees. It also runs a subscription service, Brompton Bike Hire.
Brompton global CMO Chris Willingham said: “We were looking for a partner who truly understood the spirit of Brompton, not just as a mode of transport, but as a way of moving through life with freedom, creativity, and purpose.
“The Liberty Guild’s fresh, unique global model and deep cultural insight made them the perfect fit to help us inspire a new wave of riders around the world.”
Brompton said The Liberty Guild’s distributed global model was central to the win. By combining the agility of an independent creative hot shop with the reach of a global network, the agency is placed to deliver locally relevant, globally resonant ideas at scale.
The Liberty Guild CEO and founder Jon Williams added: “This isn’t just about selling bikes. It’s about selling a way of life. Brompton is one of those rare brands with an obsessive global fanbase, and we can’t wait to help them unfold a new creative future. One that’s as adventurous as their riders.”
The contract kicks off immediately, with work set to roll out across key global markets later this year.
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