Avon has selected Boots PR manager Kim Fernihough to be its first
head of PR.
Fernihough will join the global cosmetic and fragrance company next
month to spearhead a major image makeover.
Avon created the job, which carries a package of around pounds 50,000,
following a wider marketing review. (PR Week, 13 December).
The 58-year-old company will unveil a new logo, brochure and skincare
range next week called Anew and Brand Avon. A pounds 750,000 advertising
campaign will also break in August.
Fernihough’s appointment signals the end of Avon’s relationships with
its agencies Clarion Communications and Countrywide Porter Novelli.
Clarion has managed corporate PR, crisis management and media training
for ten years. Countrywide has executed projects for Avon’s skincare
products for two years. Both contracts end in April.
American-born Fernihough came to the UK in 1989, joining the
Midlands-based agency Dark Horse Communications. In 1990 she became PR
for Allied Maples Group moving to Do It All two years later. In 1995 she
joined Do It All’s parent company Boots as group PR and communications
At Avon Fernihough will head a team of five handling corporate, product
and internal communications and be one of eight senior marketing
personnel reporting to vice president of marketing Gillian Wilmot.
Avon’s goal, said Wilmot, is to lose the old fashioned idea that ’Avon
is more to do with your mum than you’ and give it a more contemporary,