TCS retained to promote Regent Street

The Communications Store has been appointed by The Crown Estate as the retained comms agency for London’s Regent Street.

Since 2002, The Crown Estate’s £1 billion investment programme in Regent Street has involved the redevelopment of historic blocks to create retail and office space behind the street’s facades.

“The world’s first shopping street” is known for its flagship retail offer, including major stores for Burberry, Apple, Watches of Switzerland, J Crew, Kate Spade and Hugo Boss.

TCS has been briefed to create an integrated comms campaign, which will include targeting digital, lifestyle, property, fashion and beauty specialists.

Activity will include strategic brand direction and planning, media relations, ambassador alignments, events, retailer coordination, digital consultancy and social channel management.

Fiona Hemming, lifestyle divisional director at The Communcations Store, will lead the account.

David Shaw, head of Regent Street Portfolio, said: “The Communications Store has established a market leading reputation for its experience and expertise across the retail and lifestyle sectors and will make a valuable contribution to ensuring that Regent Street remains ahead of the curve and continues to lead the way as a world class shopping and lifestyle destination.”

Julietta Dexter, founder and CEO of The Communications Store, added: “The Crown Estate has given us the most wonderful opportunity to work together to ensure that Regent Street develops even further into the unmissable shopping and entertainment experience that it should be. Our teams at TCS span a breadth of brands, skills and retailers and are, I believe, well placed to deliver innovation and impact to this campaign.”