TV home shopping retailer appoints Toast PR

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Toast PR has been appointed to work with home shopping retailer Ideal Shopping Direct, including its flagship brands Ideal World and Create and Craft.

The Manchester's agency work will span national consumer, business and retail industry media to highlight the resurgence of TV home shopping.

Activity will include social media, research-led news, and thought leadership articles from Ideal Shopping Direct’s CEO, Jamie Martin.

Ideal Shopping Direct has recently invested £4million in its TV studios and secured a deal for both Ideal World and Create and Craft to air on ITV’s late night broadcasts.

Jamie Martin, CEO of Ideal Shopping Direct, said: “We were impressed that Toast understood our unique business challenges and opportunities right from the start and recommended creative, commercially-focused PR solutions, and we’re confident they can help us achieve our ambitious goals.”

As well as its TV channels, which also broadcast online and on Sky, Virgin, Freeview and Freesat, Ideal Shopping Direct operates an integrated ecommerce website and a live streaming YouTube channel.

Julia Mitchell, the former Boots PR manager who founded Toast in 2004, said: “We have strong skills and experience across both consumer and corporate PR activity and we’re looking forward to working together with the Ideal Shopping Direct team to support its future growth and development.”

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