Poundland seeks first ad agency after sales boost

Poundland, the discount retailer, is seeking its first advertising agency as it looks to expand following soaring sales last year.

It is understood that the move is being spearheaded by chief executive James McCarthy, who joined the company from Sainsbury’s in September 2006. However, it is thought that the pitch itself will be overseen by marketing manager Harminder Sidhu.

Last year Poundland, which was founded 17 years ago, announced that sales rose to £310.7m for the 52 weeks to April 1 2007, up from £281.2m the previous year.

A spokeswoman refuses to deny it is holding an advertising pitch and adds: “We are constantly reviewing our position and considering all aspects of communication with our customers both aboveand below-the-line, whichever way this takes us. We will always put our customers first, so any advertising investment we do make will always be focused on ensuring that we pass on the very best value to our customers.”

The retailer sells everything from toys, food and DIY to stationery and household products for £1. McCarthy has been putting a new range of products into stores recently.

Since joining, he has removed the Poundland logo from all products, created more than 40 sub-brands such as Toolbox and also introduced new categories including greeting cards. The chain stocks 800 brands.

It also recently launched a range of sandwiches and chilled snacks to harness lunchtime spend. The retailer has introduced chiller cabinets in stores in Liverpool, Edinburgh and Croydon and will roll out the range across all of its 160 stores if the pilot is successful.

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