Sears, the troubled high street retailer, is in talks with PR
companies which may lead to the creation of a PR agency roster.
The company is looking for tactical brand support for its subsidiaries
which include Selfridges, Wallis, Warehouse, Miss Selfridge, Richards
The move is the next step in Sear’s wide-ranging review of marketing
arrangements which was kicked off last year by marketing consultant
He has already cut the number of market research and advertising firms
the company uses as part of his brief to devise a focused, long term
Gulliford played down the significance of the talks with PR advisers
stating: ’It’s just professional interest.’
’I’m just having a chat with a few people who appear to be doing
interesting things at the moment,’ he added. ’I talk to dozens of people
Gulliford said the final decision over the hiring of agencies lies with
Gail Hugill, Sears director of corporate communications.
At least three agencies have been approached for credentials and asked
if they are interested in working for one or two businesses. A formal
pitch situation is unlikely.
Sears is understood to be asking for strategic and tactical advice to
build its companies’ brands as well as some consumer PR as part of an
overall bid to strengthen customer relations.