BHS selects Publicis UK for brand reinvigoration

BHS, the embattled department store chain that was recently sold for £1, has appointed Publicis UK as part of an attempt to reinvigorate the brand.

BHS sold for £1 in March
BHS sold for £1 in March

Publicis UK won the account after a competitive pitch. There is no incumbent. 

The network will work on a retail and content brief for BHS to help refresh the brand identity and re-engage with consumers. 

Publicis Blueprint, the content marketing division, will develop a campaign to be released later this year, while Vivid Brand, the shopper marketing agency, will oversee BHS’s brand identity for key trading events, including in-store and online activity. 

BHS has been part of Sir Philip Green’s retail empire Arcadia since 2000. 

Green sold the brand to Retail Acquisitions in March for £1. 

Retail Acquisitions is currently in talks to raise £70 million in funding to help overhaul BHS. 

Last year, the department store made a pre-tax loss of £85 million.

Katie Edwards, the group business director at Publicis UK, said: "BHS is a high-street stalwart with a great mission and proposition. We look forward to supporting the brand as it continues on its trajectory by driving its customer awareness and engagement."


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