Carphone Warehouse calls up Jane Howard

Mobile phone retailer Carphone Warehouse has called in Jane Howard PR to handle its six-figure account.

Mobile phone retailer Carphone Warehouse has called in Jane Howard

PR to handle its six-figure account.



Jane Howard pitched against Life PR and Biss Lancaster, after Carphone

Warehouse went through the PRCA’s Preview system to come up with an

initial list.



The account was previously handled by Larkspur Communications, which

resigned the account at the end of July after a three-year

relationship.



The public relations activity will primarily focus on media and consumer

relations. Jane Howard will support store openings, customer service

initiatives and coordinate local and regional press.



Carphone Warehouse, the UK’s largest independent communications

retailer, was launched by managing director Charles Dunstone in

1990.



It now has 113 stores in the UK and Ireland and plans to open a further

22 before Christmas. There are also plans to expand the company in

Europe.



There are currently six Carphone Warehouse stores in Paris.



In 1996 the company spent pounds 4.77 million on radio advertising and

last month launched a new radio advertising campaign as part of an

overall marketing plan worth pounds 15 million.



Advertising and PR now focuses on staff training in an effort to

reassure customers they will not receive a hard sell approach.



In August Carphone Warehouse introduced a free mobile phone battery

testing and reconditioning service for its customers. The company

connects to all six networks and offers over 20 tariffs.



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