Starcom Motive wins pitch for Gore's UK media account

Starcom Motive has won the UK media planning and buying account for Gore, most famous for its GORE-TEX weather-resistant fabric range.

The agency won the business from the incumbent agency, Mediaedge:cia, following a competitive pitch.

It is understood that the creative account is unaffected by the review.

Gore was founded in 1958 by the brothers Bill and Vieve Gore after extensive experimentation with a polymer, called PTFE, produced commercially viable products.

The company makes products including jackets, gloves and footwear for consumers who follow outdoor pursuits including sailing and hunting. Gore is believed now to want to build on its profile among that core audience.

It also targets companies in a number of business sectors such as fire protection, the military, law enforcement and work-wear. More recently it has expanded into trendy urban clothing styles and has teamed up with fashion designers.

In the 45 years since its launch, Gore has secured more than 650 US patents and thousands more worldwide. However, the original patent on which the company is based, for GORE-TEX fabrics, expired a few years ago.

Gore, which employs more than 6,000 staff globally, posted worldwide sales of £889.6 million last year.

The business has expanded the use of PTFE into electronic signal transmission for numerous product sectors. Its wires and cables have been used in moon landings, medical implants, tissue regeneration and next-generation materials for circuit boards.

Starcom Motive was not available for comment.