Head of PR leaves ASDA to set up consultancy

ASDA is losing its head of PR next week, as Zaria Pinchbeck goes it

alone to set up her own consultancy.

Pinchbeck launches ZPR on 29 May to handle corporate and consumer PR,

media relations, corporate social responsibility, and internal


The agency already has two clients, Bhs and Wilson Connolly, both

chaired by Allan Leighton, former Europe CEO and president for Wal-Mart,

which bought ASDA in 1999.

'It's a good start. I'll be drawing on my experience of internal

communications and CSR, and I'm aiming for ten clients by the end of my

first year,' she said.

Pinchbeck joined the supermarket seven years ago in the HR


She had various roles covering employee relations and community

involvement before being made head of PR 18 months ago.

Her remit was to manage the seven-strong PR team, driving corporate,

consumer, stores PR and the company's community involvement


Her achievements include handling the business and consumer media launch

of the first ASDA Wal-Mart supercentre in Bristol, and driving the

corporate publicity for the company's equality and diversity


Pinchbeck reported to corporate affairs director Christine Watts. It is

not yet known who will fill the post after she leaves, but it is likely

there will be a structural review of the PR function.

ASDA is the second supermarket to lose its head of PR to a solo project

next week. Iceland's Hilary Berg leaves on 1 June (PRWeek, 20 April).

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