Consumer goods company Fiskars has appointed lifestyle PR agency Hue & Cry to support the global press office for luxury crystalware brand Waterford.

Founded in the Irish harbour town of Waterford in 1783, Waterford has the finest quality crystal sought after by collectors and connoisseurs around the world.Vicki Mapplebeck, global head of marketing & communications at Fiskars, says, “We are thrilled to be working with Hue & Cry, who impressed us with their creative yet strategic approach to our brief. They were the obvious choice to help us communicate our heritage whilst also looking to the future and helping us to engage the brand with a younger demographic and modern Irish lifestyle. The team brings a wealth of experience spanning both communications and brand development and we look forward to what will hopefully be a long-standing relationship.”

The agency will be supporting on the launch of Waterford’s forthcoming product launches and influencer campaigns – the latter of which will be announced in 2018.

Hue & Cry is a creative communications agency with offices in London and NYC who have  experience in creating, shaping and representing a variety of luxury and hospitality brands globally. Following the successful pitch process, Hue & Cry co-owner Carla Burt says, “We are absolutely delighted to be representing a brand that has such a rich heritage and true passion for craft. 2018 will mark 235 years for the brand and we are excited to be leading the brand’s global press office as Waterford embarks on a new chapter in its story.”