F&F Tesco hires Publicasity

Tesco’s fashion brand, F&F, has brought in Publicasity to handle its UK PR and manage a network of agencies across central Europe, including Poland, the Czech Republic, Hungary and Slovakia.

Publicasity’s fashion team, which won the account following a competitive pitch, will work with F&F Tesco’s UK partner agencies, including creative agency ODD LONDON and media agency MediaCom, to promote its seasonal offerings through media engagement, press events and influencer seeding, as well as brand partnerships.

Other agencies in each of the central European countries mentioned will execute PR campaigns within their own markets, reporting into Publicasity.

Paul McCaffrey, Publicasity director, will head up the account alongside associate director Julie Malamute.

The team will report to Chris Other, global brand and marketing director for F&F Tesco.

Other said: “It is an exciting time for F&F, with a new look and feel for the brand. Publicasity successfully demonstrated not only their passion and creativity, but also their understanding of the brand and where we want to go, and how to get cut-through in this highly competitive market.”

McCaffrey added: “We are thrilled to be appointed by such a well-known and credible brand as F&F. We are looking forward to showcasing the incredible range, quality and of course value, to both media and consumers in the UK and the CE markets, something we have much experience of as an agency.”