Maclaren Enlists Agency Partners

NEW YORK Maclaren USA has hired independent agency Public Group to handle public relations and event marketing for the brand, the shop confirmed.

Maclaren also has tapped the World’s Smallest Ad Agency in Westport, Conn., to create a print campaign that’s expected to break in the fall. Both agency appointments represent a expansion of Maclaren’s previous marketing efforts in the U.S.

Billings on each account were not disclosed. Last year, Maclaren spent less than $1 million in major measured media, according to TNS Media Intelligence.

Media duties remain in-house. The New York-based Public Group won its business after a review involving five other undisclosed shops.

“We look forward to building strategic visibility and extending the brand paradigm beyond transport,” said Tricia Chan, a principal at Public Group.

The South Norwalk, Conn.-based client plans to extend its brand beyond baby strollers to include “relevant lifestyle products as well,” the agency said.

Public Group’s experience with children’s brands in particular impressed Maclaren, said Karen Murabito, vice president of marketing. The agency’s other clients include Silver Lining Productions, Little Airplane Productions, BBC Worldwide and Mobissimo.

Maclaren’s upcoming print campaign will position the brand as a leader in innovation, style and safety, according to Renee Mandis, president of the World’s Smallest Ad Agency. The shop has produced nine executions that will appear in consumer magazines for parents as well as trade publications.