LONDON — Cirkle has been appointed by Edgewell Personal Care to lead its social communications strategy and activation for its Wilkinson Sword and Intuition razor brands. The six-figure brief was awarded after a competitive pitch.

Cirkle’s remit includes social media strategy, creative and content production, paid media and community management across the Wilkinson Sword men’s brand and female shaving brand Intuition, with the aiming of reaching wider audiences and driving engagement.

The brands’ social media accounts were previously handled by Clarion Communications, which continues to manage consumer PR.

Christina Bouzala, NW head of marketing at Edgewell Personal Care – whose brands also include Bulldog, Hawaiian Tropic, Banana Boat, Carefree and Playtex – said: “We are very excited to start our journey with Cirkle and we are looking forward to amplifying our social presence.”

Cirkle consumer brands MD Kate Gibson added: “Both brands have a great legacy and huge potential to engage new audiences across the age spectrum. We’ll be using a human-led approach with education and humour at its heart, creating real platforms for real people to facilitate conversation and drive brand saliency for the long term.”

The Edgewell business will be led by Cirkle’s creative strategy director Rebecca Holmes, working with the agency’s social, creative and content production teams.

Edgewell joins Absolute Collagen, Max Factor, Haleon, AkzoNobel, Heineken, Mars Petcare, Ferrero, Britvic, Birds Eye and Pepsico in Cirkle’s client portfolio.