Selfridges finds Asda way to do it

It's not often that top-end department store Selfridges and bottom-slapping supermarket Asda are mentioned in the same sentence. But Diary can reveal Selfridges now has former Asda comms staff running both its in-house and external PR teams.

Only weeks after Asda's ex-PR chief Christine Watts took the new comms director role at Selfridges (PRWeek, 18 November 2005), six-year incumbent Camron PR has lost its consumer brief to ZPR - run by ex-Asda head of PR Zaria Pinchbeck.

Camron director Judith Fereday is philosophical about losing out to Watts' ex-colleague: 'People like to use people they've worked with before, don't they?' Fans of cut-price designer rip-offs will be relieved to hear that the chances of Asda's George defecting to Selfridges appear slim.

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