Consumer sports and lifestyle agency Gung Ho has been appointed by bike brand Giant to lead the UK PR and social media for its Liv brand.
The Birmingham-based agency has been brought in to help Giant introduce Liv, which is the first cycling brand completely dedicated to women, to a female consumer lifestyle audience.
Gung Ho will be responsible for running the UK press office for Liv and for consultation and creation of content for its social media platforms, alongside the creation and implementation of creative UK-based activations.
Liv was established after Giant noticed a gap in the market to cater to female cyclists. Through beautiful apparel and premium bicycles, Liv provides women of all abilities with the tools and confidence they need to get out on their bikes.
Collette Clensy, marketing manager for Giant UK, said: “Gung Ho has vast experience in bridging the gap between the worlds of sport and lifestyle, we we’re impressed with their creative approach to help us achieve this.”
Gung Ho has an extensive portfolio of clients within the sport and lifestyle sector including New Balance, Speedo and Garmin.
Paul Phedon, managing director for Gung Ho, said: “We are thrilled to have been welcomed into the Giant family. Liv has a fantastic range of bikes which we know will be highly appealing to the consumer fitness and lifestyle market.”
The appointment comes further to a successful 2016 for the agency, which doubled the size of its team earlier this year through the acquisition of London-based agency Coffin on Cake. Coffin on Cake has formed a division of Gung Ho creating a distinctive full service communications marketing proposition with a 30-plus strong team in both London and Birmingham servicing UK, European and global clients.
