Iceland appoints Berg to head PR

Iceland has hired Hilary Berg to replace Barbara Crampton at the head of an enlarged PR department. The company is seeking to implement a fresh PR strategy, having stolen a march on rivals, including Tesco, with its decision to ban GM ingredientws from its own brand food.

Iceland has hired Hilary Berg to replace Barbara Crampton at the

head of an enlarged PR department. The company is seeking to implement a

fresh PR strategy, having stolen a march on rivals, including Tesco,

with its decision to ban GM ingredientws from its own brand food.



Crampton had been PR manager at Iceland for three years, but decided to

leave due to differences over the role of PR (PR Week, 9 April).



Berg worked for Littlewoods on home shopping and corporate PR between

1987 and 1989. She then joined advertising agency WB&B Strategic

Communications to lead a team of ten and handled clients including

clothing outlet BAA McArthurGlen and South African retail brand Mad

Dogs.



The top PR position has been expanded after an internal restructure, and

Berg will now lead a team of five. She starts this week and will report

to Iceland general manager marketing Sara Jamison. Jamison reports to

the board.



Berg will work closely on rebranding and strategic development with

national consultancy HHCL&P, which designed the British Airways low cost

airline branding for GO.



She will work with financial PR specialists Hudson Sandler on corporate

affairs.



Berg’s brief includes a national consumer PR campaign to support the

company’s product range, drawing up a strategic campaign against GM

foods, and crisis and issues management.



She will also be involved in promoting Iceland’s home delivery and home

shopping services.



Iceland chairman and CEO Malcolm Walker said the company expected to

increase its PR spend. ’We have seen what our GM stance has achieved and

PR will underpin the fact that we are still setting the pace in food

retailing,’ he added.



Since Iceland toook its stance on GM ingredients around 12 months ago,

its rivals have followed suit.



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