W has been retained by Soho House, a private members' club for those in the creative industries, to handle the PR for its beauty brand Cheeky.

The agency has been briefed to use traditional and social media to establish Cheeky as a "trend-led accessible brand" and drive footfall to its parlour in Shoreditch. It will be responsible for managing Cheeky’s social channels, delivering content, and building connections with cultural influencers.

Cheeky's PR has previously been handled by Beauty Seen PR, and is now working only with W. The agency will report to Christina Russillo, managing director of Soho House spa brand Cowshed and Cheeky.