Somerfield is in talks with a number of agencies as it looks to
step up its external PR remit, less than two months after reducing its
use of consultancies.
Head of PR Matt Williams confirmed the supermarket had held 'informal
chats' with a number of agencies with a view to extending its external
PR brief.
Williams originally decided to reduce the impetus on external PR help
after assuming the head of comms role last month (PRWeek, 5
October).
At the time, the store ended its six-year association with Band & Brown,
handing a reduced brief to Clarion Communications and boosting its
in-house team.
Williams is now looking at a more adventurous strategy: 'We're now
talking to see what we can do around the repositioning of the
brand.'
On the new strategy, he added: 'We're not going head-to-head against
other stores on trolley shops. We want to exploit our niche as a quality
fresh food store and top-up shop.'
Clarion is understood to be one of the agencies in talks with
Somerfield.
Williams said new campaigns would emerge 'sooner rather than later'.
