NEWS: Forster quits Body Shop

Jilly Forster is to leave The Body Shop next month to launch an independent creative marketing consultancy.

Jilly Forster is to leave The Body Shop next month to launch an

independent creative marketing consultancy.



Forster, credited with spearheading The Body Shop’s philosophy of PR-

only marketing during her 11 years at the company, will take on The Body

Shop as one of her first clients.



Recruited by The Body Shop founder Anita Roddick as communications

director, Forster set up its first public relations division and has

since held a number of marketing roles as well as being one of the

firm’s eight board directors.



These include head of marketing and her current post, head of corporate

style - a new job as ‘guardian’ of the Body Shop brand encompassing its

shops, products, campaigns and corporate profile.



Body Shop head of public relations John Grounds said the company will

decide in May if it is to replace Forster.



Grounds also added that it was ‘too early’ to comment on speculation

that The Body Shop is to ditch its PR-led marketing philosophy and begin

to advertise.



When Forster and Gavin Grant, now head of public affairs, created The

Body Shop’s first marketing department in 1994 Grant said ‘hell will

freeze over’ before it ventured into TV advertising.



The Body Shop tested press and radio advertising in the US last year but

so far there is no indication the company plans to use them in the UK.



At the moment it is relying on a marketing department and communications

team of 14 headed by director Adrian Hodges, which handles world wide

public relations from The Body Shop’s West Sussex headquarters.



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