M&S hires Camron to push home products

Troubled retailer Marks and Spencer, traditionally a frugal employer of PR agencies, has hired Camron PR as the first PR agency to promote its home products.

Troubled retailer Marks and Spencer, traditionally a frugal

employer of PR agencies, has hired Camron PR as the first PR agency to

promote its home products.



Work started this week on the #100,000 consumer account which was won

after a competitive pitch.



M&S sells a range of furniture and home accessories in 93 stores around

the country, as well as through mail order.



Camron will develop a strategic PR campaign for the home range in a bid

to tap into a wider audience as home furnishing receives increased

coverage in both print and broadcast media. The range came under the

spotlight earlier this year when tabloid celebrities James Major and

Emma Noble placed their wedding gift list with the retailer.



M&S wants to challenge public perception that it is not involved in home

furnishing.



The agency will initially launch the M&S Christmas gift range, which

includes products such as toys, beauty, fashion and home products.



Three months ago the firm announced a restructure of its entire business

after revealing a sales slump.



M&S’s 50-strong PR department, split into food, commercial and corporate

areas and led by corporate affairs executive Brian Hudspitch, faces an

ongoing review.



Brunswick was retained last November by M&S for corporate and financial

PR, while various regional agencies are employed, including Harrison

Cowley and Staniforth PR.



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