The appointment commits the brand to a long-term strategy to develop advertiser-funded programming and community events in a ground-breaking decision for an FMCG brand that looks beyond conventional advertising and sponsorship.
It has briefed the agency to devise content around the concept of 'fun and entertaining moments for everyone'.
Imperial Leather was a sponsor of last year's Commonwealth Games in Manchester and the lead sponsor of its track-and-field events, meaning it was the only brand to appear on athletes' vests.
Dominic Box, marketing director, said it would continue to work with existing creative and media agencies BDH/TBWA and Media-edge:cia, but that Stream's hiring enabled it to "pursue more unconventional routes to market".
PZ Cussons has recently extended the Imperial Leather portfolio to target younger consumers with the launch of Imperial Leather Foamburst shower gel and a bubble bath range called Bathtime. It is supporting the Foamburst range with sampling in UK cities and clubbing hotspot Ibiza.
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