Body Shop calls in Ideas Network

The Body Shop has named The Ideas Network as its first consumer PR agency (PRWeek, 7 April).

'The agency has a brief to launch a cosmetics line and work with the in-house team on national and regional media liaison,' said UK and RoI PR manager Zoe Cook.

The 30-year-old firm has had to work hard to reassure consumers that its ethics will not be compromised by the pending £652m acquisition by French firm L'Oréal.

Co-founder Dame Anita Roddick has defended the sale, following accusations that being part of such a vast multinational would undermine The Body Shop's ethical values. Brunswick continues as its international corporate agency.

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