Regent Street job awarded to Four

Four Communications has emerged victorious in the contest to land the PA brief for London’s Regent Street.

The Crown Estate, which operates the celebrated shopping destination as part of a portfolio of properties on behalf of the Queen, began the review several weeks ago (PRWeek, 31 March).

The brief involves engaging with businesses, residents, Westminster Council and the Greater London Authority, as Regent Street undergoes a £500m redevelopment. This investment is being channelled into creating modern retail spaces while maintaining the buildings' traditional facades.

The Crown Estate wants to continue to attract premium international brands, many of which operate flagship outlets on Regent Street, claimed to have been the first purpose-built shopping street in the world. Ten-thousand people work in the street's 700 business and 150 retail and catering outlets.

Four prevailed in a competitive pitch against other undisclosed agencies.

Previous incumbent Weber Shandwick was not invited to repitch, although it still handles PA at a group level for the Crown Estate.

The estate has insisted it does not believe in a 'masterplan' for Regent Street and that it should not conform to a 'blueprint'. It wants to 'set out a series of strategies' to help it evolve and develop.

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