Luxury department and grocery store Fortnum & Mason has broken with
its longstanding tradition of handling PR in-house with the appointment
of Neville McCarthy Associates as its PR agency.
Chosen for its 'retail and luxury goods experience over four decades,'
the agency will help promote the London store's fashion and accessories,
gifts, homewares, collectibles and beauty offerings.
Other important areas in which the agency will assist the store are
raising the profile of Fortnum & Mason's three restaurants and its home
delivery, e-commerce and corporate services.
Neville McCarthy board director Dominic McCarthy said: 'Fortnum & Mason
is looking to reposition the store in a very delicate manner. Given
their heritage and tradition, they are very cautious in their
'It is still very much in the planning stages and we are reviewing all
aspects of the business. The first event will be a Christmas preview in
July, for which we will use print media, TV and radio. There will be a
strong focus on lifestyle publications and national papers,' he
McCarthy credits his agency's work with the Walpole committee - a
non-profit organisation that promotes British excellence abroad, of
which Fortnum & Mason is a member - for bringing them to the store's
Kate Blackman will be the director of the account and Emma Harding will
handle the beauty department. Neville McCarthy's other clients in the
fashion and beauty sector include House of Fraser, Tanner Krolle, Austin
Reed and Ralph Lauren beauty.
Fortnum & Mason's pedigree stretches back to 1707. The store's
prestigious Picadilly site is frequented by aristocrats and the Royal
The budgetary details of the account are yet to be finalised as the work
is still in the planning stages.