MANCHESTER, UK — Brazen has been appointed by British bed brand Silentnight Group to handle its consumer and trade PR after a competitive pitch.

The brief, which includes traditional and digital PR, content and influencer marketing, returns to the agency after an eight-year gap: Brazen originally worked with Silentnight for seven years until 2013. The brand’s previous agency was Smoking Gun.

Brazen has been tasked with driving reappraisal of the brand in its 75th birthday year, in an increasingly competitive marketplace of new challenger brands.

As well as securing traditional PR coverage, the team’s objectives are to increase the brand’s visibility online, driving website traffic and increasing data capture through digital PR. The team will also promote Rest Assured – the group’s luxury bed brand – with its own dedicated PR campaign.

Brazen director Sasha Marks said: “The bed market has been disrupted over the last few years with new, trendy ‘beds in a box’. Our job, quite simply, is to remind the nation that your bed isn’t a short-term fling and to reignite a long-term love affair with the UK’s most trusted bed brand.”

Silentnight senior brand manager Katherine Collins added: “We really wanted to shake up our marketing in our 75th year and were looking for a partner that could match us with ambition, passion and expertise. We’re super excited to be working with Brazen again and can’t wait to see what they deliver.”