Wilkinson Sword Appoints VCCP Media as UK Media Agency of Record

Wilkinson Sword has appointed VCCP Media to handle its UK media planning and buying across men’s and women’s products, following a media review process with the incumbent Wavemaker.

With more than 250 years of engineering history, Wilkinson Sword manufactures and sells razors and grooming products across 12 European markets and is owned by Edgewell Personal Care.

Wilkinson Sword was founded in 1772 in the UK as a gun, sword and bayonet manufacturer and is renowned for its precision engineered shaving and personal care products including its popular Hydro and Quattro ranges.

VCCP Media will now help challenger brand Wilkinson Sword to break the inertia in the shaving category and to target key audiences such as young men with exciting work now underway.

Christina Bouzala, head of marketing at Wilkinson Sword, said, “We are proud of our history of design and innovation which stretches back more than 250 years. So we are excited to bring this to the fore and start working with VCCP Media, who share our desire for being a contemporary challenger brand. We look forward to creating great work that will challenge the mainstream in our upcoming campaigns.”

Peter Bennett, joint CEO of VCCP Media, added, ”Wilkinson Sword is a strong challenger brand  in the personal care product category with a rich history. Our focus with them will be to target and win back the attention of key audiences by positioning Wilkinson Sword as a contemporary and credible alternative to the mainstream choices.”

VCCP Media has a simple mission to deliver ‘media as it should be’ with a focus on the lost art of media planning. This latest appointment follows a streak of new client wins including challenger clients: Bulldog, Chilly’s, Florence, and Krispy Kreme.

VCCP Media replaced the incumbent, Wavemaker, for media planning and buying across the UK.