Dixons fills top PR post with BK’s Boschmann

Recovering retailer Dixons has ended its 12-month search for a PR chief by hiring Burger King international comms director Kai Boschmann.

Boschmann, who became BK comms director in 2000, joins Dixons as group director of corporate affairs on 1 February.

She replaces Lesley Smith, who left to join Cable & Wireless as group director of corporate and public affairs.

Boschmann will oversee Dixons’ 13-strong comms division, which covers PA, customer relations, the press office and internal comms.

Last year, Dixons axed a third of its high-street stores in a bid to improve performance and sales for the 28 weeks to 13 November 2004 were up five per cent on the same period in 2003.

The company is seeking to reposition itself in the face of price competition from supermarkets and encroachment by specialist phone retailers.

The company retains Tulchan Communications for financial PR and Talk PR for consumer comms. Brazil handles B2B work while Blitz Communications handles PR for PC World.

Dixons attracted widespread coverage in the run-up to the Christmas trading period when it announced it would cease to sell video recorders because of the popularity of DVD players.

BK said it had not found a replacement for Boschmann, adding that the decision on whether to replace her would fall to whoever replaces Steve DeSutter as V-P of global comms.

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