John Lewis Partnership has doubled its roster of retained agencies
as part of a PR drive for its department store's fashion and furnishing
Stephanie Churchill PR has been taken on to raise the profile of its
women's and menswear range and Grylls and Reade Marketing and Media
Relations is tasked with handling PR for soft furnishings.
The Stephanie Churchill team is headed by MD Ann Rafter.
PR for furnishing and fashion was previously handled by JLP's
seven-strong in-house team, which is led by head of press and PR Helen
She said: 'We want a high profile to push forward the profile of these
key areas. We are expecting to see coverage of these two areas in the
magazines and supplements of the national weekend newspapers.'
Dickinson, who reports to general editor Paul Buden, who also oversees
PR for JLP supermarket chain Waitrose, added that a third of floor space
in the department stores is devoted to fashion.
The two agencies join CitigateSmarts and The SPA Way on the roster.
Scotland-based CitigateSmarts has a full PR brief north of the border
for the department stores. The SPA Way assists JLP's in-house team with
corporate and customer service PR.
The roster does not include promotion of JLP's Waitrose chain of
JLP, which employs 54,000 staff, has 25 department stores, with only its
High Wycombe branch concentrating solely on home furnishings.
This autumn the company will complete a £13m facelift of its
flagship store on London's Oxford Street. The refurbishment is part of a
two-year £300m investment programme announced last year to
modernise the department stores nationwide.