NEWS: Moxham departs Le Fevre for new role at Superdrug

Superdrug, the high street chemist chain, has poached Angie Moxham as its first head of corporate affairs in a bid to forge a more proactive PR strategy.

Superdrug, the high street chemist chain, has poached Angie Moxham as

its first head of corporate affairs in a bid to forge a more proactive

PR strategy.



Moxham, 30, quit her job as associate director at the Oxford-based PR

agency Le Fevre two weeks ago, and joined Superdrug this week.



The hiring was instigated by Superdrug’s newly appointment marketing

director Steven Round who managed the company’s successful PR-only cut-

price fragrance campaign in 1993.



Communications has been handled by PR executive Sarah Turrell and

Superdrug’s agency of four years Lexis Public Relations since PR manager

Louise Turner left at Christmas.



Moxham is expected to handle City relations alongside the public affairs

team at Superdrug’s parent company Kingfisher. She is also responsible

for increasing coverage in the health and beauty press for Superdrug’s

own label goods.



Moxham will recruit a PR manager to take over the bulk of media

relations and an internal PR manager to communicate with its 12,000

employees over the next few weeks.



Superdrug is keen to re-invent itself as an ‘issues campaigner’

following the success of the ‘Battle for Fine Fragrances’ - its move to

cut prices on perfumes.



Superdrug will also roll out a new store format this year designed to

shake off its down-market image.



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