MHP Mischief Has A Good Hair Day With OGX Win

MHP Mischief has been chosen by leading haircare brand, OGX, to provide integrated comms across PR, influencer marketing, paid & social media on a retained basis

The retained account covers integrated comms across PR, influencer marketing, paid and social media.

MHP Mischief said it would be “activating attention-grabbing campaigns designed to elevate the trailblazing personality of the brand”.

Kay Glover, communications manager, EMEA, at OGX, said: “We’re excited to partner with MHP Mischief and activate the stand-out creative ideas shared in the pitch. We’re looking forward to collaborating with the team to earn attention for our unique brand.”

Last November Engine Mischief underwent a brand refresh, adopting the tagline: “Engineered to win in the attention rebellion era”.

Daniella Bertolone, head of operations and client services at the agency, said: “In this attention rebellion era, we believe bold creative conquers all and like-minded OGX appreciated our hair-raising approach. We look forward to building a lasting relationship that delivers true business impact.”

The OGX brief was previously held by Popcorn PR, whose founder Louise Llloyd told PRWeek the agency did not repitch.

Llloyd said: “Popcorn has really enjoyed working on the OGX account for three years, delivering fantastic results as a collaborative team. The fun nature of the brand afforded us opportunities to deliver creative and engaging campaigns across multiple touchpoints and we continue to have great affection for the brand. Popcorn has had multiple new wins recently including BMW and Mini and did not repitch for the business.”

This article was originally published on PR Week.