Wiggle rides into Perfect Storm

Wiggle rides into Perfect StormOnline sports retailer Wiggle has appointed BBD Perfect Storm to handle its expansion strategy, as the agency continues its impressive new business winning streak.
The agency has been briefed to work with Wiggle to develop a new brand positioning and communications strategy as the business seeks to drive further growth.
The company dates back to 1920 when it launched as Butlers Cyles, an independent bike shop in Portsmouth. The online business currently sells sports brands including Cinelli, Shimano, Garmin, Boardman Bikes and Colnago, as well as two of its own marques, Verenti bikes and dhb sports clothing.
BBD Perfect Storm was appointed following initiatives by the marketing team and Wiggle’s new chief executive, Stefan Barden, who joined the business late in the summer of 2013.
Barden said: “We were very impressed by BBD Perfect Storm’s approach and creativity. Working with our team they have brought some really fresh thinking, which has resulted in creative work which we believe will reposition our brand in a unique manner.”
BBD Perfect Storm chief executive Jason Foo added: “Wiggle is an exciting business in a category that needs shaking up. Too much of the communication in this category is product and feature-based lacking any emotional connection. Working with Wiggle, we plan to change that.”
The win is the third new account the agency has scooped this year, following Prudential’s PruProtect and bed specialist Dreams.

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