MEC proves cut above rest for Wilkinson Sword brief

Wilkinson Sword women’s products are likely to have a much higher profile on social media sites after the company’s new content and social agency pledged to develop “more targeted and relevant creative” to push the shaving brands.
MEC Wavemaker, the media agency’s global specialist division set up in April this year, won the business following a pitch against four undisclosed social media specialist agencies; the account was previously held in the UK by Feref.
MEC has been briefed to develop a full social and content strategy designed to give a clear, differentiated positioning to each female product, targeted to specific audience segments. The move means Wilkinson’s Sword’s advertising and social media activity will now all be handled by MEC.
As part of the same process, MEC Germany has retained the account in that market.
Wilkinson Sword marketing director for North Europe Caroline Mallet said: “We’re really excited to bring together our social activity and media under one roof both in the UK and Germany. This will not only bring greater creativity, but also accountability and purpose to the social content we produce for Wilkinson Sword Female.”
The Wilkinson Sword women’s shaving brands include Quattro, Intuition and Hydro Silk.
Sarah Hennessy, MD of MEC UK, said: “This win consolidates Wilkinson Sword’s advertising and social media account within MEC, providing greater levels of consistency across all channels.
“Our new strategy focuses on developing more targeted and relevant creative to each product persona, and speaking to audiences with a stronger focus on behaviour and attitudes as opposed to traditional demographics.”