Princes Group, the company behind Branston, Napolina, Princes, Crosse & Blackwell, and Naked is revamping its UK organic social strategy, content creation and always-on community engagement.
The shake-up will be led by digital agency Simply Social which has been appointed to handle activity across Princes Group’s entire brand portfolio following a competitive pitch process.
As lead social partner, Simply Social will work closely with brand teams to deliver a social-first approach that balances long-term brand building with day-to-day cultural relevance, supporting Princes’ ambition to build stronger, more meaningful connections with consumers.
The company has worked with a number of agencies across its portfolio, including Lucky Generals, BrandOpus and Home.
Princes Group marketing director Jeremy Gibson said: “Simply Social stood out for their clear understanding of how social can drive real brand impact. Their approach brings together strategic thinking, cultural insight and the ability to deliver high-quality content at pace.
“We also valued their recognition that each of our brands is on a different journey, with the flexibility to take them forward at the right pace. We’re looking forward to working together to evolve how our brands show up on social and strengthen how we connect with our audiences.”
Simply Social managing director Alex Attfield added: “We’re really excited to partner with Princes Group across such an iconic portfolio of brands. These are brands with huge heritage and everyday relevance, which makes them perfectly placed to win on social.
“Our focus is on helping each brand show up in a way that genuinely connects with audiences and delivers real impact. We’re looking forward to pushing social in new ways across the portfolio and making it a true driver of brand growth.”
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