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.