brief:
highlight that the BDO retail practice still means business despite departmental restructure
introduce the new Head of Retail as a 'go to' expert in the critical Christmas trading period - developing spokesperson status in order to retain existing high profile clients and attract new ones
challenges:
former Head of Retail had a healthy media profile
competitors with well-established media presence, e.g. Helen Dickinson, KPMG
new Head of Retail away over key Christmas spokesperson period
strategy:
- developing 'Christmas predictions' report for influential broadsheet retail correspondents and broadcasters to set the tone of the trading period
- briefing and introducing BDO's Head of Retail to key opinion forming journalists across the city, news (including consumer affairs) and broadcast media
- amplify BDO weekly / monthly High Street Sales Tracker collateral to highlight BDO's expertise in mid-market retail sector
- close Christmas trading period with a 'Ones to Watch' feature idea
results:
- relationships established with key opinion-forming press
- coverage highlights included The Times, The Guardian, The Financial Times, Wake up to Money, The Observer and The New York Times
