Benetton moves all PR work in-house

Global fashion brand Benetton plans to set up its first in-house press office in London after its eight-year relationship with Modus Publicity ended this week.

Benetton media and comms officer Emma Cole said the decision was part of an ongoing group-wide PR rethink that has seen PR agency relationships ‘gradually’ severed in favour of building in-house teams in various countries.

Italy-based Cole said a recruitment process was near completion for a three-strong PR team that will be based in a London ‘showroom’.

She added: ‘When PR is handled in-house, the team can devote itself to the brand full-time, which enables the continuous generation of proactive PR opportunities.’

Meanwhile, it emerged this week that Modus has also ceased to work on fashion brand Jaeger, which last week hired Halpern after a competitive pitch.

Jaeger CEO Andrew MacKenzie – whose company had retained Modus for three years – said the PR review was part of a company-wide process that followed Jaeger’s sale by Coats in March.

MacKenzie said: ‘Jaeger was almost an iconic brand in the 1960s – that’s what we want to bring back. We want to remind the public we are alive and well.’

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