Following a competitive agency pitch, lifestyle and heritage brand Barbour has chosen Good Culture as its new agency across the core brand and Barbour International. Good Culture's services will include 360 communications, press office, strategic partnerships, casting, cultural and talent strategy helping the brand to expand into new markets and recruit new consumers as well as supporting initiatives around Barbour and Barbour International’s core customers. Good Culture will work closely with the team to continue the legacy of the brand which was founded by John Barbour in 1894, whilst reimagining storytelling for new and emerging audiences globally.