Wilko has appointed Brazen as its retained public relations and social media agency following a competitive pitch against firms in London and Manchester.

The Manchester agency will handle the retailer’s consumer PR and social media, devise and execute a community and charity strategy and provide regional support for its UK store base.

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Wilko appoints PRWD after competitive pitch

“We needed a forward-thinking agency, full of ideas, which is at the top of its game in both consumer PR and social media. Brazen ticked all the boxes and really impressed us with their creativity and strategic thinking,” said Wilko senior external comms manager, Ben Hurley.

“We’re really looking forward to working with Brazen – they have already demonstrated that they understand the Wilko way and why we are different from the many other value retailers on the high street.”

Wilko, based in Worksop, is controlled by the Wilkinson family.

For its last filed financial year ending January 2015, the company reported sales of £1.44bn and ptp of £5.5m. Over the past five years, sales have consistently been around £1.5bn pa although ptp have fallen from a peak of £65m in 2010.  Over 21,000 people are employed across the group.

The account will be led by board director, Sasha Marks, who previously headed up the Asda account at Freuds. A team of 15 will be employed across consumer, social, local and charity.

“We are thrilled to have been appointed by Wilko. The company is a third generation family-owned retailer and potentially one of the biggest voices for family value on the high street,” added Brazen CEO Nina Webb.

“Putting customers at the heart of all our comms, our tactics are designed to position Wilko as the go-to retailer to help them fulfil their day-to-day tasks.”