Auto accessory and cycle retailer Halfords has hired Countrywide
Porter Novelli to handle its six-figure PR account. The win follows a
four-way competitve pitch. Scope Ketchum previously held the account for
eight years but did not repitch.
Scope Ketchum chief executive James Maxwell said: ’Halfords is a terrific
brand and we were proud to work with them, but we agreed we’d come to a
parting of the ways.’
The arrival in April of marketing and merchandise director Zoe Morgan from
home decorating chain Fads led to a review of the PR policy for
Halfords is owned by the Boots Company.
Countrywide will provide support for the launch of 29 new stores before
next March, including Halfords’ first branch in Northern Ireland.
Focusing on a consumer-based campaign, Countrywide will target specialist
cycle publications, men’s and women’s lifestyle magazines and the regional
and national press.
The agency will also come up with programmes for the auto division of
Halfords, which includes child safety and summer touring accessories, as
well as Halfords Motor Oil, which was recently relaunched in an easy pour