Who Gives A Crap appoints Eleven for PR
Who Gives A Crap, leading B Corp toilet paper company, has named Eleven as its new PR and social agency, following a competitive pitch process.
Eleven will lead local and global campaigns for the brand as it looks to expand into new markets.
As part of an integrated agency model, co-located sister agency TBWA\Melbourne will support the agency on strategy, creative and content, while Sustain by TBWA will consult from an environmental specialist perspective.
Kiefer Casamore, general manager at Eleven and Sustain by TBWA, said Who Gives A Crap is a “true Australian success story”.
“Few brands have managed to build such an impressive global presence in such a short period of time – whilst also giving back to both people and planet,” he said. “We’re chuffed to be able to contribute and build on this everyday.”
Who Gives A Crap’s brand marketing director, Kat Kearney, commented that Eleven showed a strong understanding of the brand from the start, and match its ambition for creating fame-driven work.
“This, paired with their deep knowledge of deforestation and broader environmental issues, made them the right partner for us,” she said.
In July, Who Gives A Crap partnered with The Guardian for a sustainability campaign featuring a series of bespoke content that aimed to “help ‘uncrap’ the world”.
Late last year, the brand appointed 72andSunny as its creative partner.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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