Ruder Finn and Brunswick Group are handling the corporate name change of Paris-based PPR SA, the luxury apparel and accessories marketer, to Kering, Paul Michon, head of press relations told O'Dwyer's.
RF handles PR in the U.S., while Brunswick takes charge of Asia and the U.K. Michon said Kering's in-house team will do the honors in France and the rest of the world.
Omnicom's TBWA is responsible for the corporate ad campaign to launch the new name.
Kering is pronounced "caring" in English. "Ker" means "home" in Breton, which is a nod to the company's roots in Brittany.
The makeover includes the adoption of the owl as Kering's corporate emblem. The company wants to identify with the owl being a symbol of wisdom. It also is a discreet and protective animal.
Kering's stable of brands include Gucci, Saint Laurent, Alexander McQueen, Puma, Stella McCartney and Bottega Veneta.
Kering shareholders are expected to approve the name change at the annual meeting in June.
Today, the company announced the acquisition of a majority stake in France Croco, a Normandy-based supplier of crocodile skins for watches, leather goods and shoes.
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