Mary-Kate & Ashley Dualstar Entertainment showed explosive growth generating $1.4 billion in retail sales for the mary-kateandashley 'tween' brand, after hiring JCPR to launch the US phenomenon in the UK. While the campaign centred around the most famous twins in the world, the strategic PR programme was as much about protection whilst promoting brand products and collections. In 2002, JCPR was awarded the PR Week Consumer Campaign of the Year for its achievements and now operates the PR hub for all European markets. Four years on, the strategy continues to evolve and the brand is driven through the publicity discipline alone. CEO of Dualstar Diane Reichenberger, said: "JCPR is a strong leader, understanding branding and strategy and it is a great partner. We strongly recommend JCPR as a hub for all your public relations needs."