Mobile phone retailer Carphone Warehouse has called in Jane Howard
PR to handle its six-figure account.
Jane Howard pitched against Life PR and Biss Lancaster, after Carphone
Warehouse went through the PRCA’s Preview system to come up with an
initial list.
The account was previously handled by Larkspur Communications, which
resigned the account at the end of July after a three-year
relationship.
The public relations activity will primarily focus on media and consumer
relations. Jane Howard will support store openings, customer service
initiatives and coordinate local and regional press.
Carphone Warehouse, the UK’s largest independent communications
retailer, was launched by managing director Charles Dunstone in
1990.
It now has 113 stores in the UK and Ireland and plans to open a further
22 before Christmas. There are also plans to expand the company in
Europe.
There are currently six Carphone Warehouse stores in Paris.
In 1996 the company spent pounds 4.77 million on radio advertising and
last month launched a new radio advertising campaign as part of an
overall marketing plan worth pounds 15 million.
Advertising and PR now focuses on staff training in an effort to
reassure customers they will not receive a hard sell approach.
In August Carphone Warehouse introduced a free mobile phone battery
testing and reconditioning service for its customers. The company
connects to all six networks and offers over 20 tariffs.
