Global baby product giant MAM has awarded its UK PR brief to Smoking Gun, the agency behind the PR success of disruptive baby toiletries brand, Childs Farm.

With a focus on driving awareness, advocacy and sales among new parents and parents-to-be, Smoking Gun’s work will begin with a micro influencer campaign, and follows the agency’s recent publication of its guide to the future of influencer marketing.

Smoking Gun, which this year won two global awards for excellence in measurement and evaluation at the AMEC Awards, will support the market leader with an NPD launch programme including bottles, soothers and breastcare. Already selling some 63 million baby products a year globally, the agency will support MAM to propel growth in the UK.

Speaking about the appointment, MAM Managing Director Lisa Parkhill said,

“The team at Smoking Gun has vast experience in the Mother & Baby category and their track record in helping brands reach and appeal to the thousands of new parents entering the market each year gave us confidence we were in safe hands.

“We have a busy pipeline of NPD and Smoking Gun shares our vision to support the individual development of each child and to make day-to-day baby care easier for parents. We can’t wait to get started.”

Smoking Gun’s Managing Director Rick Guttridge added,

“With over 40 years in business, MAM is a powerhouse of a brand with family values at its heart and we couldn’t be more delighted to represent them.

“We’re seeing a big shift towards brands working with micro influencers who have intimate connections to their audience with great engagement, so we’ll be supporting MAM to navigate this still emerging landscape, driving peer-to-peer advocacy and connecting the brand to those leading authentic conservations.”

Find out more at www.smokinggunpr.co.uk