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
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
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.