Borkowski clinches House of Fraser brief

High street retailer House of Fraser has brought on board its first consumer PR support 'to leverage it to a higher plane'.

Fees are believed to be in the region of £250,000. Borkowski was hired to the big-money brief following a four-way pitch that took place over four months.

Consumer specialist Borkowski will handle a PR campaign focusing on key areas of fashion, beauty and homeware. It will also provide press office support and specific brand and launch activity.

The agency will aim to elevate the House of Fraser brand to support the client's aim of becoming the UK and Ireland's premium department store group.

Borkowski MD Larry Franks said: 'House of Fraser has slightly neglected its own brand because it is constantly dealing with other brands. We have been brought on board to leverage it to a higher plane and to keep updating its brand perceptions.'

The agency will target national, consumer and online media.

Last year House of Fraser ended its five-year relationship with City agency Brunswick to bring on board Gavin Anderson (PRWeek, 21 March, 2007). The agency is still providing financial and corporate PR support. House of Fraser was bought by Icelandic investment group Baugur in 2006.

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