Viska tasked with raising comms at retailer New Look

She replaces Alysia Lewis, who left last month, and will report to marketing controller Shams Maladwala.

Viska said her role would focus mainly on media relations. She is tasked with creating a 'more proactive' PR department, and is working out a comms strategy.

The retailer is also in the final stages of negotiations with an undisclosed agency which has been appointed to deal with consumer PR on a project basis. Three agencies pitched for the work, according to Viska. New Look will continue to retain Brunswick for its corporate PR.

New Look is one of a number of UK fashion retailers that attempt to reproduce catwalk trends at lower prices. It made headlines last year when it signed British designer Luella Bartley to create an exclusive clothing range for its spring/summer 2002 collection.

Its most high-profile brush with the media in recent years came in 2000 when the then chief executive Jim Hodkinson resigned over allegations he made inappropriate comments to a female member of staff at a Retail Week Awards dinner. He left his post, which he had held for two years, with a £600,000 pay-off.