W.L. Gore & Associates has signed up AKQA, an international communication agency that has worked with many global consumer brands such as Audi, Caterpillar and Levi's, to focus on a more holistic view of the Gore-Tex brand in future B2B and B2C brand positioning work. Gore says the new arrangement with the agency will see the Gore-Tex brand aligned more closely with its culture of innovation. AKQA will help Gore to develop new and innovative ways of working with apparel brands and retailers to connect with an evolving consumer audience in more emotional ways. Gore wants people to know the Gore-Tex brand for what matters to them and what it allows them to do. Gore notes that people engage with brands and retailers in new ways, partly because of the evolving digital landscape, and that young people think differently about the brands they choose. The partnership with AKQA follows an extensive review by Gore of its fabrics division to develop a rejuvenated brand strategy.