The agency will handle consumer PR and crisis management issues for PowerHouse, which is to be relaunched by Pacific Retail Group (PRG), the New Zealand firm that bought the brand last month.
PRG bought 135 PowerHouse stores in September, a month after the other 93 were closed and 800 of around 3,000 staff lost their jobs.
icas will aim to rejuvenate the brand via an initial five-month consumer PR blitz.
PowerHouse head of communications Helen Vinken said: ‘We want to focus on the quality of the customer experience, which is why PR is important’.
icas was hired without a formal pitch on fees understood to be around £100,000. It replaces incumbent Razor PR.
