Director of corporate affairs Chris Wermann said the process was part of a PR drive to ensure the firm was engaging customers on topical issues that mattered to them.
‘It’s about engaging with the popular agenda, and we are looking to broaden our reach into bigger topics,’ he said.
Wermann pointed to issues such as the range of products available at Argos, or on wider themes such as employment and apprenticeships.
The roster will be project-driven and follows on from an in-house comms shake-up last year focusing on corporate work. A new media relations manager is also set to be appointed.
The news follows the appointment of former Best Buy boss John Walden as Argos MD amid dropping sales, and wider financial problems for the parent company.
However, Wermann denied that the roster was linked with any difficulties and said it would be focused on the two brands.
He added: ‘We now have a clear corporate affairs agenda for both Homebase and Argos so the next stage of process is to in-source the media relations function. A part of this will also be focused on how we push more heavily on regional PR - we still have around 1,100 stores across Britain.’
RLM Finsbury and Wilson Hartnell, who work across Ireland, will continue city and consumer work respectively, while Iris PR is expected to repitch as part of the process.
Have you registered with us yet?
Register now to enjoy more articles and free email bulletinsRegister
Already registered?Sign in
Join a growing community of PRWeek comms professionals today
- Read more articles each month
- Sign up for free specialised news bulletins