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Women in Retail

Client Objective

  • Generate widespread media coverage for the new research study to highlight the lack of women at board level within the retail industry and provide recommendations on how this can be addressed.
  • Maximise partnerships with high profile spokespeople; Sir Ian Cheshire (Chairman, Debenhams), Jacqueline Gold CBE (Chief Executive, Ann Summers), Helen Dickinson OBE (Chief Executive, British Retail Consortium) and Andrew Higginson (Chairman, Morrison’s).
  • Showcase Women in Retail and Elixirr as champions for gender balance within the sector by highlighting the commercial advantage of having a gender balanced board to retailers in order to impact real change.

Originality and creativity

Our campaign worked to maximise the study’s high profile spokespeople to generate widespread coverage across all sectors of the media.

We worked closely with each of the spokespeople as well as the in-house teams for both Women in Retail and Elixirr to ensure that all areas of the media were covered, creating media schedules for each spokesperson that would best utilise their expertise and talents.

This activity included securing broadcast interviews with BBC News, Radio 4 and Radio 5, developing opinion-led editorials for key trade titles such as The Grocer, Retail Week and Drapers and also co-ordinating interviews with high profile print titles such as City AM and The Economist.

Strategy and Implementation

Prior to the release date of the study we worked with selected media to secure coverage that would appear on the day of the reports launch. Our campaign targeted key business focused print slots and broadcast shows as well as influential trade titles such as Retail Week in order to reach out to retail leaders to educate them on the commercial advantage of having a more gender balanced executive team. This led to coverage with City AM, BBC News, Radio 4, Radio 5, Drapers online, Retail Week online and Evening Standard.

Following the widespread broadcast coverage on the day of the report we maximised on the buzz surrounding the release of the report to generate further interest from key national, business and online titles. This led to coverage with a range of titles including The Economist, Share Radio, Business Review Europe and

Within all of this activity we utilised the various spokespeople to provide opinion led editorial content, interviews and quotes.

Results and Evaluation

We secured over 20 pieces of high profile media coverage for the study including BBC News, City AM, Evening Standard, The Economist, BBC Radio 4, BBC Radio 5, Share Radio, Retail Week, Drapers and The Grocer.

As a result of the media exposure for the campaign, momentum has begun to build, encouraging positive conversations within the retail industry about championing gender balance at all employment levels.

Featured publications

  • BBC News
  • City AM
  • Evening standard
    Evening standard
  • The Economist
    The Economist
  • BBC Radio 5 Live
    BBC Radio 5 Live
  • BBC Radio London
    BBC Radio London
  • Retail Week
    Retail Week
  • Drapers