Australian manufacturer Rossi Boots has appointed Michels Warren and Frame Creative as its public relations and marketing agencies.

The Adelaide agencies will oversee content development and distribution, strategic brand planning and PR campaigns across traditional and social media.

Known as Australia’s ‘dyed-in-the-wool’ boot making family from humble beginnings in an Adelaide tin shed more than a century ago, Rossi Boots now design, produce and distribute boots around the globe.

Rossi Boots Brand Marketing Manager Jayne-Anne Power said the appointments of Michels Warren and Frame Creative highlight the company’s exciting new direction.

“Rossi’s known for its true-blue craftsmanship, but there’s much more to the brand. We’ve got a modern and well-equipped factory in Adelaide, we’re producing exciting new ranges of boots and that’s just the beginning,” Ms Power said.

“Traditionally, our boots have been considered workwear, but in recent years there’s been a push towards wearing them as a fashion item with everything from floaty dresses to denim shorts.”

Michels Warren Managing Director Phil Martin said he was proud to support the innovative work of Rossi.

“Family, an uncompromising quality and value for money are among Rossi’s key brand values and are also at the heart of our own agency. We’re proud to work with such an iconic brand,” Mr Martin said.

Frame Creative Director Tim Pearce said his full-service agency had specialties suited to the Rossi brief, including brand audits, creating point-of-sales displays, digital and advertising content, as well as strategic brand planning.

“Rossi’s vision and where they want to take the brand is really exciting for us. The fact they want a partner who can help them develop their strategy in today’s media landscape but still have a passion for hand-crafted materials is great, we love that kind of approach,” Mr Pearce said.

Founded more than three decades ago, Michels Warren clients include Adelaide Oval, Bridgestone, Mercedes Benz, Thoroughbred Racing SA, Rheinmetall Defence, Symbion and People’s Choice Credit Union.