Financial PR firm Gavin Anderson is spearheading an investor and
media relations programme for Icelandic retailer Baugur, kicked into
action after its takeover plans for UK fashion giant Arcadia were leaked
to the press last week.
Gavin Anderson UK chief executive Marc Popiolek is leading the account
team, which was drafted in for strategic communications advice on
Baugur's £570m friendly bid for Arcadia - the name behind high
street stores Top Shop, Burtons and Dorothy Perkins.
GA launched its emergency PR plan late last week when Baugur was forced
to go public with its plans after a confidential fax was leaked to the
press. The GA team is handling PR for Baugur in the UK and Iceland,
where the company is listed, co-ordinating with Arcadia's retained UK
City PR firm Tulchan Communications.
GA's brief focuses on raising Baugur's profile and explaining the
company and its history, still relatively unknown in the UK. The agency
is also concentrating on communicating the message that talks are
ongoing and a final deal has not yet been struck.
Popiolek said: 'We had to swing into action quickly last week to get
Baugur's credentials out into the media and get the right coverage.'