Littlewoods picks Target to modernise its image

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old-fashioned and out-of-date.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'.

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