LONDON — Innovative British hairbrush brand Tangle Teezer has hired Don’t Cry Wolf to help build awareness in the US market.

The brief includes a full range of consumer communications, from media relations to creative campaigns, and will be delivered by a creative and strategic team based in London and a new delivery team in New York.

After being rejected by investors in Dragon’s Den in 2007, Tangle Teezer and its hairstylist founder, Shaun P, won multiple awards for the detangling brushes.

Tangle Teezer’s head of marketing for North America, Amy Barber, said: “Don’t Cry Wolf have an incredible ability to cut straight to the heart of your brand and pick out what really matters to your consumers. They’ve already started surprising and challenging us in equal measure and I can’t wait to see what we can do together.”

Don’t Cry Wolf managing director Sara Collinge said the agency had no plans at the moment to open a physical office in the US, but was working with New York-based consultants, with a focus on working with British brands looking to build their presence in the North American market.

Collinge said: “If there’s one thing these past few months have taught us it’s that when it comes to strategy and creativity your IP address is utterly irrelevant."

Tangle Teezer joins Don’t Cry Wolf’s growing roster of consumer brands, including nut butter producer Meridian Foods, Soda Folk, Manhattan TV and Elvie.

The agency recently appointed Tom Rouse as its creative and strategy lead, and Stephen Waddington as non-executive director.