PRWeek reported in August that Halfords, which had been working with Maitland since 2009, had shortlisted a "small number" of agencies to discuss its financial PR needs. It is not known if Maitland re-pitched, but CEO Neil Bennett said: "We’ve enjoyed advising Halfords and working with them over the past eight years and wish them well."
Halfords has now taken on Teneo Blue Rubicon to handle financial comms and IR, as well as providing support to its corporate comms.
Emma Thomas, head of PR and CSR at Halfords, said: "Teneo Blue Rubicon stood out for its strategic thinking, broad offer and their approach to our brief. We look forward to their support on this next phase of our journey."
Ben Foster, an MD at the agency, will lead the account. The agency declined to comment on the contract's length or value.
Teneo Blue Rubicon was formed in September, when all 250 employees of Blue Rubicon and other agencies owned by Teneo in the UK were united under one roof and a new brand name and identity. News of the agency winning major briefs with B&Q owner Kingfisher, and then with drinks giant Diageo have followed the rebrand announcement.
The Halfords business is split between its 460-store cycling and car accessories retail business, and its 300-outlet auto repair and service business. In the financial year to 1 April 2016, it brought in just over £1bn in revenue, with 85 per cent of that coming from retail. It employed around 11,000 staff.