Carphone Warehouse sets up in-house PR

Newly-floated mobile phone retailer The Carphone Warehouse has created an in-house PR team.

Newly-floated mobile phone retailer The Carphone Warehouse has

created an in-house PR team.



Tristia Clarke, whose title is head of PR and communications, has been

appointed to run in-house PR. She will be recruiting two more staff to

create the team.



She reports to head of marketing Jonathan Hook, who said: ’To stay at

the forefront of this fast growing market and to manage our transition

to being a listed company, we need to establish a dedicated PR resource

in-house.’



Clarke also cited the company’s international expansion as another

reason for the move. The company retains agencies in the 14 countries in

which it operates, which will be co-ordinated centrally.



Currently, Carphone Warehouse’s press office is run by retained agency

GCI Jane Howard. This arrangement will come to an end within six to

eight weeks, although Clarke stressed that the agency would continue to

work for Carphone Warehouse on a project basis, on consumer and

corporate work.



It also retains Citigate Dewe Rogerson, which oversaw financial PR

through the flotation.



This week, shares fell below the price of the initial public offering on

14 July. Retail investors had to agree to a three-month lock-in period,

while institutional investors are free to sell their shares now, leading

to frustration from small investors. Shares were offered at 200p, and

reached a peak of 225p before dropping to 192p.



The Carphone Warehouse does not have anyone in-house dedicated to

investor relations, but Clarke said the retailer did not rule out

appointing someone in the future.



Clarke joins from Kingfisher, where she had been for 18 months on a

full-time secondment from BSMG Worldwide working on the takeover of ASDA

by Wal-Mart.



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