Danni Minogue opts for Hackford Jones PR in return to The X Factor

Dannii Minogue has turned to Hackford Jones PR as she prepares to reappear as a judge on reality TV show The X Factor.

Danni Minogue: hires Hackford Jones PR
Danni Minogue: hires Hackford Jones PR

The agency has been called in to handle the singer’s PR and act as her personal publicists, focusing on her return to the hit ITV show.

Minogue confirmed this week that she would definitely be appearing as a judge, after months of speculation about whether she would return to the show this year.

Hackford Jones will initially look at style and fashion-based press publications. The campaign will then lead into more mainstream coverage. The agency plans to target print, TV, radio and online media outlets to promote the singer, and will begin to target long-lead titles this month, in advance of the show’s filming later this summer.

Hackford Jones was handed the account without a competitive pitch and becomes the first PR agency Minogue has employed for several years. She previously used The Outside Organisation.

The X Factor will be screened in late August.

Minogue hit the headlines last year after falling out with fellow judge Sharon Osbourne.

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