NEW YORK — BIC — the brand built on democratizing the ballpoint pen — has handed its US PR business to M Booth.

M Booth was named BIC’s agency of record following a competitive review. BIC previously worked with MikeWorldWide.

The agency is tasked with driving awareness of BIC’s US consumer products, which include lighters, shavers, and stationery as well as pens.

M Booth will lead PR planning, media relations, tentpole activations, measurement, ongoing strategic counsel and account management. The firm’s responsibilities also include product launches, product placement efforts, and campaign development including activations, partnerships, and celebrity spokesperson management.

“As we enter a pivotal year of growth for our business, support from an agency like M Booth that prioritizes the evolution of their clients is vital,” said BIC communications director Eric Kreller. “Their expertise in the consumer goods industry is impressive, but more so is their method of injecting bold thinking and boundless creative strategies into every PR touchpoint. We look forward to creating many impactful campaigns inspired by our brand promise of delivering simplicity and joy to consumers.”

Founded in France after World War II, BIC first established itself by creating a quality, affordable ballpoint pen, the Cristal. Today,  BIC is $2 billion a year global  brand also well known for its handheld lighters and disposable razors.