Littlewoods, the high street retailer, catalogue shopping service,
and e-commerce merchant, has appointed The Target Consultancy to handle
its brand PR.
The account, which is worth pounds 150,000 in the first year, is led by
Target account director Sheena Brand. She reports to Littlewoods
marketing and communications manager Jane Fraser.
The appointment follows a four-way pitch involving Communique PR, Mason
Williams, and PPR.
Liverpool-based Littlewoods originally sought a north-west-based
However the original three were 'not quite what we were looking for',
allowing Cheltenham-based Target to claim the account.
The review has already seen product PR moved in-house as of July last
year, alongside corporate PR.
The latest campaign will be called 'Littlewoods Would', and is intended
to highlight quality of service and price advantages over competitors.
As part of the programme, the company is refitting stores, reducing
prices, improving its product range and enhancing its e-commerce
Of the need for brand PR, Fernihough said: 'Littlewoods is perceived as
old-fashioned and out-of-date. It hasn't been promoted aggressively, as
you would expect with a family-run business.' The company has an annual
turnover of pounds 1.7bn, attributed to 'a loyal core market'.