Smithfield lands UK PR in Gucci takeover battle

Smithfield Financial has picked up the account to promote French retail group Pinault-Printemps-Redoute (PPR) among UK audiences.

Smithfield Financial has picked up the account to promote French

retail group Pinault-Printemps-Redoute (PPR) among UK audiences.



The move follows PPR’s recent ’white knight’ offer of a strategic

alliance with Italian fashion house Gucci, which is fighting a hostile

takeover bid from French luxury goods giant LVMH.



Smithfield won the work without a pitch and will handle PPR’s financial

media relations. It will work closely with the group’s existing

agencies, New York-based BSMG Worldwide and Dutch agency Eggink

Consulting.



Smithfield directors John Kiely and Michael Oke will lead the account,

reporting to PPR’s recently hired communications head, Jacques

Suart.



Their first task is to ensure the group’s position is represented in a

Dutch court case, to be heard next week, in which LVMH is contesting

PPR’s recently increased shareholding in Gucci.



Shortly before rejecting LVMH’s hostile bid last week, Gucci issued more

shares to PPR, bringing its stake from 40 to 42 per cent. LVMH has a 20

per cent share in Gucci. PPR has used Financial Dynamics on project work

in the past. FD is now representing LVMH.



- Cosmetics giant L’Oreal has hired Smithfield on a retainer-based

contract to raise its profile in the UK financial media.



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