Creative communications agency Brandnation has been appointed to handle the PR for retailer Outdoor and Cycle Concepts (O&CC) – the group behind British retail brands Cotswold Outdoor, Runners Need and Snow + Rock. 

An integrated brief spans PR, influencer marketing, creative campaigns and corporate communications across the group’s three businesses. The account will be led by Joe Murgatroyd, partner and creative director at Brandnation. 

The appointment comes at a time when O&CC is set to embark on a period of modernisation throughout the business “a focus within the brief which Brandnation will support in navigating”, the agency said. 

O&CC marketing director Lucy Sutton said: “Brandnation was able to demonstrate a dynamic mix of energy, creativity and expertise that will help elevate our brands to new heights in 2025. 

“[The aim is] to reach audiences in new ways through integrated creative storytelling – narrating the stories that will inspire people to enjoy their time outdoors to the full.” 

The account win builds on the agency’s experience in the active outdoor sector that includes Columbia Sportswear, Merrell and Kathmandu.

In November, Brandnation announced new owners with its founder and managing director Mary Killingworth selling her majority stake in the business to an Employee Ownership Trust (EOT).