LONDON--The Marine Stewardship Council (MSC) has hired Surname & Surname to support a new UK consumer PR drive.

The agency is charged with making sustainable fish 'fashionable' among London influencers, and building the organisation's consumer profile.

The appointment comes after the firm handled a project for the MSC, curating QR-code sushi at the 2012 Frieze Art Fair.


“The work Surname & Surname delivered for us at Frieze Art Fair enabled us to reach a whole new kind of consumer and prompted people to perceive the MSC in a completely fresh light," said MSC communications manager James Simpson.

The MSC provides certification and ecolabelling for sustainable seafood.