Cecred hired VAMP

2024 · Haircare and personal care

Cecred went on sale in the UK on 20 February 2024 and the influencer agency was appointed about a week before it.

On the public record

The problem is documented by somebody with nothing to gain from the agency winning the work.

How we know

The trade item is dated 12 February 2024, the brand launched with eight products on 20 February, and the remit on record is all UK influencer marketing strategy and engagement.

Who says so	Diary Directory for the appointment. Nobody from the brand or either agency is quoted, and the only confirmation of the remit is the agency's own social account. Read it
A second source	Weak. VAMP's own social account states it was appointed as the influencer agency for the Cecred UK launch and describes seeding work, which confirms the remit, but it is the agency talking about itself and the post was read as an indexed excerpt rather than opened directly, because Instagram blocks the reader used here. No independent trade title carried the appointment.
What the agency was asked to do	Not published as a quoted brief. On record: manage all UK influencer marketing strategy and engagement for the brand launch.
How that happened	The trade item records the appointment only. No pitch, review or shortlist is described, nobody is quoted, and no rival agency is named. VAMP was appointed alongside Little Light PR, which took UK media engagement, and a brand consultant, Irene Moore, was named strategic lead over comms and brand partnerships.
How long it took	Appointment posted 12 February 2024, brand launched 20 February 2024, so roughly one week of visible lead in. No contract length published.
Recorded as	Cecred (Beyonce's debut haircare brand, UK launch)

Watch out for: The trade item is a Diary Directory appointment post, which is an agency submitted feed rather than reported journalism, and the only corroboration found is VAMP's own social post about the same work, which is the agency confirming itself. Nobody is named on the brand side, so do not attribute the decision to anyone. Cecred generated a lot of published influencer analysis around its launch, including a Traackr write up that put it top of the US beauty leaderboard, but none of that analysis credits VAMP, so do not attach any of Cecred's launch performance numbers to this appointment.

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