Appointed by a group of leading companies and economic development bodies, the agency has been tasked with delivering a narrative that will ‘capture the essence of the region’. Tony McDonough reports

Creative agency Black and Ginger is to help sell Liverpool city region to the world by creating a new ‘brand narrative’.

Appointed by a group of Merseyside’s leading companies and economic development bodies, the agency has been tasked with delivering a narrative that will “capture the essence of the region” and tell Liverpool’s brand story to a national and international audience.

The brief, secured via a competitive tender, forms part of a marketing strategy to bring the city’s brand communications in line with its achievements and ambitions.

Alex Frech, managing director at Black and Ginger, based in Liverpool’s Baltic Creative, said: “It’s a real privilege to be playing a part in shaping the marketing strategy for such a thriving and ambitious city region.

“The agency has its roots at the very heart of Liverpool’s creative quarter and we are genuinely passionate about selling the Liverpool city region to the rest of the world.”

Black and Ginger was appointed by a steering group that included Peel Ports, Unilever, KQ Liverpool, Marketing Liverpool, the LEP, Liverpool City Region Combined Authority and Professor Michael Parkinson.

Julia Bradley of Peel Ports, chair of the brand steering group, said: “Liverpool has been through a dramatic period of change during the last decade and it is crucial that the city’s brand communications are in line with the exciting place it has become.

“This brief is about how we present the Liverpool brand to the outside world and I am confident that the team at Black and Ginger have the expertise to deliver a narrative that will celebrate the city’s success, as well as its ambitious plans for the future.”