On-line auction house QXL.com is to consolidate its UK PR efforts
and is currently considering tender documents from six agencies for the
An integrated brief is up for grabs, covering consumer, trade and
QXL currently uses Band and Brown for trade PR and Cohn and Wolfe on a
consumer project brief. On-line media relations has been handled
in-house by PR manager Annabel Dangerfield.
According to Dangerfield, the pitch is part of a strategy to refocus
QXL’s communications to a consumer audience.
’The brief is to take the brand into new markets such as broadcast
media, news press and long lead press,’ she said.
Dangerfield has requested tender documents from C&W and B&B as well as
MacLaurin Powerhouse, Countrywide Porter Novelli, Cake and ING
Three agencies will be selected to make formal pitches. Dangerfield, to
whom the agency will report, expects to make an appointment by the
beginning of next month.
QXL also retains Financial Dynamics on a City brief which remains
unaffected by these changes.
The auction site floated in October last year on the London Stock
Exchange and the Nasdaq. It has a market capitalisation of pounds 1.6
The project currently held by C&W concerns QXL auctioning memorabilia
from Wembley Stadium. C&W will continue work on the project until its
contract ends in October and the work becomes part of the consolidated