Day Lewis hires start-up agency

Day Lewis Pharmacy, the 162-outlet chemist chain, has taken on start-up agency PRimage after a rebrand.

The agency will handle ­media relations and brand equity work with corporate and consumer audiences.

Agency MD Judy Viita­nen, formerly head of PR and ­public affairs at the ­National Pharmacy Association before setting up on her own last year, said: ‘We will raise their profile as a major player in the pharmaceutical market.'

The independent chain, which has just rebranded, is looking to expand into Wales and the north from its base in the south of England.

A regional media relations strategy will involve positioning individual Day Lewis outlets as sources of comment on health issues for local journalists. 

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