Kmart appoints external PR

MELBOURNE: Kmart's long term objective of creating a strong branded offer looks set to be achieved following its appointment of Melbourne public relations agency AMPR.

The value department store has appointed AMPR to oversee PR for all categories across its fashion offer including men’s, women’s, children's and infant lines, as well as footwear, accessories and beauty products.

The move – which follows AMPR's successful 12 month stint as Kmart’s agency for homewares and lifestyle - reflected Kmart’s objective of streamlining its communication capabilities and interfacing more effectively with external stakeholders, confirmed Paul Stern, general manager for Kmart marketing.

AMPR's role would embrace media communications, promotional management services, editorial product placement and event management, he said, adding Kmart's relationship with AMPR would operate "on a strategic level to further build the strength of Kmart’s established brands".

AMPR founder Ann Morrison described AMPR's new Kmart fashion portfolio as a good fit with AMPR's strengths and expertise.

“Kmart has a long history of offering great value quality products for Australian consumers. The company is entering an exciting phase and putting strategic PR at the heart of its business, it’s great to be part of that”, she said.