The Boots Company has dropped Citigate Dewe Rogerson after seven years and hired Tulchan Communications as the group's financial PR adviser.
A number of consultancies were interviewed, and three of these made presentations before Tulchan was chosen.
Alastair Eperon, director of group corporate affairs, said the reason for the change was that Boots was 'embarking on a major transition in its overall strategy', and wanted to overhaul its communications with the financial media.
'It has been a most difficult decision, but as we pursue new strategies and opportunities, so this represents an appropriate time to make this change,' said Eperon of Tulchan's appointment.
Eperon also said Boots used its financial PR advisers to help work on the style and presentation of financial issues. 'We don't ask them to get involved in mechanics, we've got a comprehensive set up here.'
In October last year, Boots signed a strategic international agreement with WPP, saying 'WPP operating companies will supply most of Boots consumer public relations, market research and brand consultancy needs'. But Eperon said Boots didn't feel any of the WPP agencies could provide this 'precise service'.
Tulchan was formed in May last year by Andrew Grant, following his departure from Brunswick.
- Tulchan has been hired by retail group Arcadia as retained financial PR adviser. It replaces Maitland, and was appointed without a pitch.