Littlewoods retail and home shopping has handed Attenborough
Associates a brief to handle consumer and product PR work following a
The six-figure account involves press relations work - previously
handled in-house - directed at increasing the company's profile in
consumer and trade media.
Agency MD Nick Attenborough said the work would be about fashion,
household and home products. 'Having a London PR agency is important to
the client as the fashion, home and general consumer press are here,' he
Attenborough said the agency won the work as a result of its retail PR
work for Mothercare and Boots. The agency has also worked for GUS, the
parent firm of Littlewoods rival Argos.
'For the home-shopping market it is a question of making sure the brand
is top of mind through talking to the journalists and getting them to
call in products and write about Littlewoods,' Attenborough added.
Brand development manager Liz Lloyd, to whom the agency will report,
said it was 'more professional' to have media relations handled by an
agency. 'They have relationships with editors and are in London, which
is the hub of our business,' she added.
One of the agency's first tasks will be working alongside in-house
corporate PROs to back a national ad campaign launched this week.
In latest annual results, last April, the company's group pre-tax
profits - which included profits on the disposal of non-core businesses
- trebled to almost £150m.