LONDON — Premium kitchen designer and retailer Magnet has appointed Tin Man as its retained consumer agency in the UK, following a four-way pitch.

Tin Man’s remit spans creative campaigns, influencer programmes, media relations, social strategy, content creation and community management. The retailer's previous agency was Manchester-based retail PR specialist Brazen, which had worked with Magnet since 2005.

The agency is also tasked with bringing Magnet’s new brand platform, ‘Better. By Design’, to life, including highlighting its design-focused new store format.

Magnet’s marketing and digital experience director Anna Russell said: “Magnet is going through one of its biggest transformations since it was founded in Yorkshire over 100 years ago. We needed an ambitious comms agency partner who could think outside of the traditional category norms to help us become the nation’s most desired kitchen brand.”

Tin Man partner Clare Hindley added: “This is an exciting mission - moving Magnet away from being a functional kitchen brand towards being an aspirational design brand that plays in a more emotional lifestyle space. This is what we do best – create campaigns that build emotional connections with audiences.”