ABS names Brodeur as sole PR agency

The B2B arm of catalogue giant Argos has consolidated its roster of PR, Marketing, advertising and design agencies to just one firm in a bid to better integrate communications.

Argos Business Solutions (ABS) has appointed tech PR firm Brodeur Worldwide in place of four previous incumbents.

Brodeur has been briefed to develop and implement an integrated PR, advertising and marketing campaign to support ABS's business strategy, focusing on moving into the corporate purchasing area.

The agency won a three-way pitch to secure the work, which is not believed to have included any of the incumbents.

ABS marketing manager Steve Cooper said: 'We wanted to get a lot more for our budget, which compared to the retail side, is relatively small.

The only way we felt we could get a lot more for what we're doing, and more strategic input, was to consolidate and take a more integrated approach.'

He added the streamlined roster allows ABS to deal with one point of contact: 'We were spending a lot of time managing and co-ordinating activities rather than looking at proactive strategies.'

ABS has traditionally concentrated on providing employee reward schemes to companies, using Argos vouchers or points, but is hoping to boost its business in selling products to firms.

Cooper said products could include office equipment or even home furnishings for businesses, such as private care homes.

Argos sells around 82,000 products, with ten per cent of its turnover coming from the B2B division.

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