Gavin Anderson kickstarts PR plan for retailer Baugur

Financial PR firm Gavin Anderson is spearheading an investor and

media relations programme for Icelandic retailer Baugur, kicked into

action after its takeover plans for UK fashion giant Arcadia were leaked

to the press last week.

Gavin Anderson UK chief executive Marc Popiolek is leading the account

team, which was drafted in for strategic communications advice on

Baugur's £570m friendly bid for Arcadia - the name behind high

street stores Top Shop, Burtons and Dorothy Perkins.

GA launched its emergency PR plan late last week when Baugur was forced

to go public with its plans after a confidential fax was leaked to the

press. The GA team is handling PR for Baugur in the UK and Iceland,

where the company is listed, co-ordinating with Arcadia's retained UK

City PR firm Tulchan Communications.

GA's brief focuses on raising Baugur's profile and explaining the

company and its history, still relatively unknown in the UK. The agency

is also concentrating on communicating the message that talks are

ongoing and a final deal has not yet been struck.

Popiolek said: 'We had to swing into action quickly last week to get

Baugur's credentials out into the media and get the right coverage.'

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