LONDON--Parker has handed a global retainer to Agency Elan, one of three new multi-market clients that the French PR firm has secured.

Elan, which launched a London office in 2011, has been charged with producing content and identifying PR angles adapted to various countries, focusing on the pen brand's 125th anniversary this year.

The appointment comes as Parker attempts to bring a more innovative approach to its traditional products, unveiling a new pen design last year that is focused on an audience which has become more used to smartphones. Newell Rubbermaid, which owns the brand, has previously said that developing and premium markets continue to fuel Parker's growth.

Elan has also won two other multi-market accounts. The firm is supporting Bisquit cognac's brand development in emerging markets, after the French product was bought by South African group Distell in 2009. Focusing on China, Vietnam, Russia, South Africa, Nigeria and Angola, Elan will develop content and handle media relations.

Bakery goods player Delifrance, meanwhile, has tapped Elan for an assignment that covers 10 markets across Europe. The firm is tasked with helping to professionalise PR efforts in all Délifrance subsidiaries, and will focus on teaching business practices and producing communications tools for different markets.