Incumbent Pittilla is one of four agencies in the running for the brief to promote Adams through 2005.
Adams head of marketing Sue Ault said PR had a ‘significant’ role to play in promoting the retailer’s growth plans for 2005 – PR budgets have, however, not yet been finalised.
Cheshire-based Pittilla has held the contract for five years and its remit
spans the fashion, parenting and regional press.
Agencies are expected to pitch before Christmas.
The hired agency will work alongside a 17-strong in-house marketing and comms team, which currently reports to Ault and managing director Dean Murray.
‘We felt this was a good time to review the PR strategy,’ said Ault in a statement.
Based in Warwickshire, Adams specialises in clothes for children aged up to ten.
The Adams group encompasses three branded areas – the UK and international Adams-branded business, its ‘Mini Mode’ range (sold in Boots) and garb supplied to supermarket giant Sainsbury’s.
It now trades from more than 1,000 distribution outlets in the UK – including concessions in New Look and Littlewoods stores – and 87 international outlets.
It has around 330 standalone stores, which contain clothes for newborns through to pre-teens.
Adams continues to retain Macclesfield-based Baxter Hulme PR & Marketing to handle corporate PR. That agency’s contract is not under review and the management team led a management buy-out from Sears Group in 1999.
It has more than 4,000 full- and part-time staff.