MFI hires agency for five-year plan

Furniture retailer MFI has switched its entire PR function to Siren PR after an exhaustive search.

MFI dining set
MFI dining set

The furniture chain spent the first quarter of 2008 searching for a new agency, handing Siren the account to support a five-year turnaround plan.

The London firm will serve as MFI’s press office, as well as carrying out CSR work, issues support and brand building for the retail giant. Siren has been briefed to increase the chain’s share of voice in the consumer press, as well as launching the brand’s largest ever kitchen range later this year.

The account is being led by Siren PR MD Rachel O’Connor, reporting to MFI marketing director Michael Greenhalgh.

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