Transform Cosmetic Surgery Group has appointed Brazen to handle a retained regional PR contract, following a competitive pitch against Touch PR and Max PR.

The six-figure account, which had previously been handled by Tangerine PR, will involve a consumer-focused campaign to help strengthen the regional reputation of its 22 clinics across the UK, as well as support to the national PR programme.

The Manchester agency will position each of the Transform clinics as the leading cosmetic surgery providers in their region, building valuable relationships with regional publics. The agency will visit each of the clinics before Christmas, before adding special focus to maximise the current series of clinic open days hosted by celebrity beauty pundit, Nicky Hambleton Jones from Ten Years Younger.

Shami Choudhry, PR manager at Transform Cosmetic Surgery Group, said: “Regionally focused PR is crucial for our clinics as much of our business comes through recommendation, be that a personal recommendation or one from a trusted journalist. We needed a PR partner with a proven track record in delivering results regionally and an expert knowledge of consumer lifestyles and fashion arenas.”

Brazen’s Peter Burling will head up the five strong account team.