SCPR to increase knowledge on Matalan business

Out-of-town discount retailer Matalan has appointed Stephanie Churchill PR to handle its consumer PR business.

Out-of-town discount retailer Matalan has appointed Stephanie

Churchill PR to handle its consumer PR business.



The new appointment follows Matalan’s announcement that it is to double

the number of its stores nationwide from 100 to 200 over the next five

years.



SCPR beat Lyndley Baptiste and one other agency in a competitive

three-way pitch to win the one-year contract. Incumbent agency Cohn and

Wolfe refused to repitch for the account it had held for the last 18

months.



SCPR executive director, Ann Rafter will lead a team of five on the

account and report to Matalan marketing director, Claire Balman.



Rafter said: ’We have two briefs. One is to redefine Matalan’s core

basic goods image such as white T-shirts and underwear, and a parallel

campaign is aimed at repositioning the company’s ’must have’ fashion

brands.’



Rafter added: ’It is unknown to many that 90 per cent of Matalan items

are sold under its own label. We will be looking at promoting this, and

removing any misconceptions about the brand.’



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