NEWS: Spar shops for a consultancy to revamp its image

Spar, the global grocery chain, is searching for a PR consultancy as part of a new pounds 4.6 million promotional campaign to revamp its brand. The company’s marketing controller Neil Henry told PR Week that he is planning to see three agencies over the next two weeks.

Spar, the global grocery chain, is searching for a PR consultancy as

part of a new pounds 4.6 million promotional campaign to revamp its

brand.

The company’s marketing controller Neil Henry told PR Week that he is

planning to see three agencies over the next two weeks.



The account, a consumer drive with elements of corporate and trade PR,

is worth in the region of pounds 100,000 in fees.



Spar’s PR advisers of four years, Tenet Public Relations, will re-pitch

for the contract.



Henry was cagey about Spar’s decision to review, stating: ‘Our marketing

year runs from May to May. We are looking to build our PR strategy and

in the light of that decided to review our agency requirements.’



He said the main thrust of the marketing initiative will focus on the

development of three new store formats: Express, Neighbourhood and

Supermarket, which will be tailored to individual locations.



Apart from the PR agency hunt, Spar, which is the world’s largest

retailer with 28,000 stores, aims to raise its UK profile with the

appointment of a brands creation manager and its first simultaneous

nationwide TV advertisement, due to appear in August.



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