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Siren Earns a Share of C&E PR

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BOSTON Crabtree & Evelyn has tapped Interpublic Group's Mullen and independent Siren PR to jointly develop its public relations program.

"We are thrilled to have two PR agencies of such high caliber on board," said Tracy Van Hoven, Crabtree & Evelyn's director of marketing, in a statement. "By aligning the complementary strengths of Mullen and Siren, we look forward to creating a powerful synergy that will best enable us to execute our key objectives while building a strong brand strategy."

Mullen in Wenham, Mass., and independent Siren in New York will work together to craft a PR strategy aimed at personalizing the brand, elevating awareness and launching new product lines. The shops won the business after a review of undisclosed contenders.

"Crabree & Evelyn is a terrific company with a rich, eclectic heritage and beautiful products," said Sheila Leyne, executive vice president and director of PR at Mullen, in a statement. "This partnership is a wonderful opportunity for us to demonstrate the power of public relations when coupled with a holistic branding strategy. Through a variety of exciting new PR initiatives, we'll help Crabtree & Evelyn build brand awareness, while creating a distinct personality and voice within the beauty space."

Crabtree & Evelyn is a U.K.-based retail chain that sells luxury bathroom, bedroom and kitchen products. Last year, C&E spent about $400,000 on ads, per Nielsen Monitor-Plus