Comet appoints B-M for family-focused PR push

Electrical retailer Comet, part of the Kingfisher group, has hired Burson-Marsteller on a six-figure corporate communications brief to target families.

Electrical retailer Comet, part of the Kingfisher group, has hired

Burson-Marsteller on a six-figure corporate communications brief to

target families.



The agency starts work in April. It was recruited after a three-way

pitch, which included Comet’s existing consumer agency Elizabeth

Hindmarch. Hindmarch will continue to handle Comet’s consumer PR

account, which it has held for six years. Last year it handled some ad

hoc corporate work in support of Comet’s in-house PR function headed by

Annabel Donaldson.



David Brain, MD of Burson-Marsteller’s European marketing practice, said

that ’championing the consumer’ would be a large part of the branding

work. ’The brief is to distinguish them among other retailers on the

high street.



’What they are looking to do now through PR is to begin to build a brand

value,’ Brain said. ’The British family is the target consumer.’ Comet

will reinforce this message with a new advertising campaign later in the

year, he said.



In 1998 Comet’s sales dropped and profit remained static, but it

recovered to record a 17 per cent increase in sales in the third quarter

of 1999.



Sales in the nine weeks to January this year showed a six per cent rise

over the crucial Christmas period following the introduction of a new

pricing policy.



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