Sears marketing review points to PR agency roster

Sears, the troubled high street retailer, is in talks with PR companies which may lead to the creation of a PR agency roster.

Sears, the troubled high street retailer, is in talks with PR

companies which may lead to the creation of a PR agency roster.



The company is looking for tactical brand support for its subsidiaries

which include Selfridges, Wallis, Warehouse, Miss Selfridge, Richards

and Dolcis.



The move is the next step in Sear’s wide-ranging review of marketing

arrangements which was kicked off last year by marketing consultant

Simon Gulliford.



He has already cut the number of market research and advertising firms

the company uses as part of his brief to devise a focused, long term

brand strategy.



Gulliford played down the significance of the talks with PR advisers

stating: ’It’s just professional interest.’



’I’m just having a chat with a few people who appear to be doing

interesting things at the moment,’ he added. ’I talk to dozens of people

every week.’



Gulliford said the final decision over the hiring of agencies lies with

Gail Hugill, Sears director of corporate communications.



At least three agencies have been approached for credentials and asked

if they are interested in working for one or two businesses. A formal

pitch situation is unlikely.



Sears is understood to be asking for strategic and tactical advice to

build its companies’ brands as well as some consumer PR as part of an

overall bid to strengthen customer relations.



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