Outdoor Brand Expands Reach

BOSTON CerconeBrownCurtis said it has been hired by outdoor performance apparel company Royal Robbins.

The independent agency here said it would handle advertising, public relations and promotional efforts for the client. Part of the shop’s mission will be to help the brand appeal to upscale mainstream consumers, while staying true to its performance heritage.

There was no review. The client had recently worked with Marblehead, Mass.-based CGPR, a public relations shop, but was seeking a full-service marketing approach.

“The first work will appear this August as an eclectic mix of influencer communications—with more traditional elements of consumer communications [breaking] in spring 2007,” said agency senior account executive Robin Mack. “At the moment, we are defining the brand positioning, which will depict the media direction. This brand lives in a world driven by a very strong culture and we are looking at every point of brand contact as a media opportunity.”

Former Mullen creative chief Paul Silverman will serve as creative director and copywriter on the upcoming campaign.

Royal Robbins, founded in 1968 by the renowned climber and kayaker of the same name, has built a cult following among mountaineers and adventure travel enthusiasts. The Modesto, Calif., company spent less than $1 million in measured media last year, per Nielsen Monitor-Plus.

CerconeBrownCurtis has also worked with brands such as GMAC Insurance, Nantucket Nectars, Sperry Top-Sider, K2 and Timberland. The shop has 15 staffers.