Good Relations Regional, which has offices in Macclesfield and Leeds, has been brought in by B&Q to help shape its brand reputation and increase customer engagement.

The regional teams will be responsible for running all activity across earned media channels outside of the capital, while working alongside Good Relations Brand Communication, who run the London side of things.

“We’re really looking forward to the challenge of helping B&Q tell its story and supporting its ambitious plans for its retail network across the country,” said  Zoe Ensor, managing director of Good Relations Regional.

B&Q has just appointed Amanda Walker to the role of director of brand communications, with a responsibility for advertising and digital. The company has a total marcoms spend over more than £50m across all channels.

“B&Q has an incredible library of stories to tell.  Up and down every aisle in every store are stories about innovation in product creation and supply chain sourcing, feats of environmental achievement that are truly market leading and human stories about our people and the partners we work with,” explained Chris Moss, customer and marketing director.

“We are strengthening our team and have appointed agencies to help us uncover these stories, package them and engage with our customers and stakeholders in increasingly creative and innovative ways.”

Good Relations replaces ZPR.

MEC remains as its media agency.