QXL to consolidate PR for a consumer focus

On-line auction house QXL.com is to consolidate its UK PR efforts and is currently considering tender documents from six agencies for the six-figure account.

On-line auction house QXL.com is to consolidate its UK PR efforts

and is currently considering tender documents from six agencies for the

six-figure account.



An integrated brief is up for grabs, covering consumer, trade and

on-line media.



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

Media.



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

billion.



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

brief.



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